17.11

 stuart hall - reception theory

active theory of audience theory - audience is active with how they decode media

preferred reading
- the 'right' reading of a text, which can be enforced by positioning
- this concept has to be approached carefully: often texts intentionally have multiple meanings/reading 
- agreement with ideology

negotiated reading
- the audience generally agrees with what they see, but may disagree with certain aspects

oppositional reading 
- the audience completely disagrees with what they see, and rejects the dominant reading 


https://www.youtube.com/watch?v=wUn05hdkhjM - guardians of the galaxy v2

ideology - friends are like family - teamwork

mainly negotiated reading
disagreement with guns and violence, but agree with "saving the universe" and family/friend values

https://www.youtube.com/watch?v=ysjwg-MnZao - sorry we missed you

ideology - the struggles of a family - aimed more for working class, multiple mentions of money/getting paid, rebellious teenager 

mainly preferred reading
in agreement and relatable to working class family struggles 
opposition w/ the teen spraypainting?

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