Do you agree or disagree with the idea that each reader decodes the media text in relation to its social status, ethnicity, gender, age, occupation, education, etc. Discuss.

Do you agree or disagree with the idea that each reader decodes the media text in relation to its social status, ethnicity, gender, age, occupation, education, etc. Discuss.

Before one can agree or disagree with the question, it is worthwhile to examine the various research works done in support of the ideas implied in the question

Begin with the premise that meaning is not fixed – pg 265 (Media/Society: Industries, Images & Audiences by Croteau and Hoynes) – text is polysemic

In line with the new approach to studying audience – The New Audience Research

Assumptions of the questions
– That audience is active
– That text is not fixed
– Discuss the new audience research
– In line with the new philosophy or paradigm towards addressing audience
– Interpretivist paradigm
– interpretive ethnography can provide a means “for different peoples to form complex concrete images of one another; as well as of the relationships of knowledge and power that connect them” (Clifford, 1988:23).

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