In his study of British television, The Nationwide Audience, David Morley argued that the success or failure of a television program "in transmitting the preferred or dominant meaning will depend on whether it encounters readers" with "codes and ideologies derived from other institutional areas (e.g. churches or schools) which correspond to and work in parallel with those of the program or whether it encounters readers" with beliefs "drawn from other areas or institutions (e.g. trade unions or 'deviant' subcultures) which conflict to a greater or lesser extent with those of the program." Which theory of mass media consumption is Morley using?

Question

Quizplus · Accepted Answer

Morley is using the encoding/decoding model, which suggests that the meaning of a media message is not fixed and is open to interpretation by the audience. Morley argues that the audience's interpretation of a program is influenced by their own codes and ideologies, which may be in line with or in conflict with those of the program.

In His Study of British Television, the Nationwide Audience, David