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The Media

Reception analysis and selective filtering

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  • Paper 2

Overview

Dominant, negotiated and oppositional readings, selective exposure, perception and retention, and postmodern audiences.

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Key term

What is selective exposure?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What does reception analysis argue about how audiences decode media messages?

    Model answer

    That audiences decode messages differently based on their social position, producing dominant, negotiated, or oppositional readings.

  2. 2

    What is a dominant reading in reception analysis?

    Model answer

    When audiences accept the intended meaning of a media message as the producers intended it.

  3. 3

    What is a negotiated reading in reception analysis?

    Model answer

    When audiences partly accept the intended meaning but modify or adapt it based on their own experiences and circumstances.

  4. 4

    What is an oppositional reading in reception analysis?

    Model answer

    When audiences reject the intended meaning of a media message and interpret it in a contrary way based on their social position.

  5. 5

    What is selective exposure?

    Model answer

    The tendency for audiences to choose media that confirms their existing views.

  6. 6

    What is selective perception?

    Model answer

    The tendency for audiences to interpret media content through their own existing frameworks and beliefs.

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