Between Public Good And The Freedom Of The Consumer: Negotiating The Space, Orientation And Position Of Us In The Reception Of Alcohol Policy Editorials  

Oleh:

Torronen, Jukka

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Media, Culture & Society vol. 23 no. 2 (Mar. 2001), page 171-193.
Topik: discourse analysis; identity construction; positioning; preferred reading
Fulltext: 171MCS232.pdf (128.32KB)

Isi artikel

David Morley has argued that the ‘preferred reading’ (encoding/decoding) model developed by Stuart Hall at the beginning of the 1970s, while needing amendment in various respects, still offers a promising alternative to a conception of media texts as equally open to any kinds of interpretation. In this article, I accept Morley’s challenge to develop further the preferred reading model with a case study in which 55 people interpret two editorials on alcohol policy. I approach the reception from the viewpoint of identity construction and propose that the preferred reading can be understood as a positioning of the audience in terms of the categories and story lines.

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