LO6 - Encoding/Decording

Ideology - allows the value of the media prodcuts

Preferred reading - an audience generally accepts the dominant viewpoint of the story (dominant ideology - values and beliefs) 

Negotiated reading - where the ideology of producers message is agreed with in general, although the message is negotiated or picked apart by the audience, and they may disagree with certain aspects

Oppositional reading - where the producers messages is understand, but the audience with the  ideological perspective in every respect 

FHM1:

Preferred meaning - ideal female figure and form. target audience - young heterosexual men 16-25, heterosexual female believe that is the ideal body type.

Negotiated reading - this would be people that agree that she has a great body but she would also pick things out like how it is fake or things that are around in the front cover.

Oppositional meaning - these reader would disagree as feminist shouldn't be objectified because of their body. 

The Sun:

Preferred meaning - make the muslim religion come across dangerous

Negotiated reading - people believe that muslims shouldn't be portrayed in that way, a minority 

Oppositional meaning - muslims will feel offended with the title, newspapers uses words and portrays this sighting.

Kids outdoors advert:

Preferred meaning - the people would see it as a good things what this advert is about for children will be outside more and it will be implied to happen more and play less video games.

Negotiated reading - children should have free will, they do have enough time have outside with PE and other events.

Oppositional meaning - people believe that they disagree as children should do as they please.

Corporate social responsibility- where a large consumer company aim to show they care about society, however this is very often use to sell products.