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 depends on how it is encoded by the producer and then decoded by the audience. In this case, Morley is suggesting that the audience's decoding of the message is influenced by their pre-existing codes and ideologies, which may align with or conflict with the codes in the program.

In His Study of British Television,The Nationwide Audience,David Morley Argued