denotation meaning
what is physically shown in the media product
connotation meaning
what the denotations are associated with
what you can infer
proxemics meaning
how parts of a media product are positioned
preferred reading meaning
the audience agrees with the intended message
oppositional reading meaning
the audience disagrees with the intended message
negotiated reading meaning
the audience agrees with part of the intended message but not all of it
encoded message meaning
a message is encoded within a media product using mise en scene
what can affect the audience’s reading
demographics (age, gender)
psychographics (opinions)
polysemic meaning
multiple meanings/interpretations at the same time
theorists to use for audience readings
Stuart Hall’s reception theory
