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Critical Media Studies: An Introduction (2nd edition)
Study Guide (Chapter 10)
10. Reception Analysis
Reception Theory: An Overview
The Traditional View
Hypodermic Needle Model
Two-Step Flow
Cultivation Analysis
Uses and Gratifications
Revised View: Active Audience Hypothesis
Reception Theories
Encoding/Decoding Model (Hall)
Code
Dominant
Oppositional
Negotiated
Polysemy (Fiske)
Popularity
Limitations (Condit)
Polyvalence
Polysemy Revisited (Cecarelli)
Strategic ambiguity
Resistive reading
Hermeneutic depth
Interpretive Communities (Fish)
Ethnographic Research and Memory
Ethnography
Memory
