The idea that communication is a process involving encoding by producers and decoding by audiences
In LFTVD can you think of any examples? In News? Easy now that we're quite polarised as an audience.
there are three hypothetical positions from which messages and meanings may be decoded
dominant-hegemonic position: the encoder's intended meaning (the preferred reading) is fully understood and accepted
the negotiated position: the legitimacy of the encoder's message is acknowledged in general term, although the message is adapted or negotiated to better fit the doctor's own individual experiences or context
the oppositional position: the encoder's message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way.
