We have uses and gratifications(McQuail, 1972)
- escapism
- surveillance
- personal relations
- personal identity
preferred reading - accept the most transparent
negotiated reading - partially agrees with meaning, make their own opinion
oppositional reading - meaning understood but don't agree and think opposite
encode - to put in
decode - to understand
- woman fragile and man strong
- the way she is dressed
- the background is high class city
- model is thin and attractive can be seen as materialist
considered materialist
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