Hypodemic needle theory..
Injecting media into us.
Stuart Hall (1950)
Created this audience theory
ENCODE+DECODE.
Want us to have a 'preferred reading'.
We should agree with what they are saying.
E.g. Yorkie, not for girls.
Must consider:
Who produced it?
Who/what is represented in the text?
How is that thing represented? (camera angles, clothing, lighting, setting etc)
Why was this particular representation (this shot,framed from this angle, this story phrased in these terms,etc) selected, and what there alternatives might have been?
What frame of reference does the audience use when understanding the representation?
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