Common sense assumptions are preferred to read meanings in media messages by
(A) Environmentalists
(B) Sociologists
(C) Technologists
(D) Linguists
Correct Ans: (B)
Explanation:
Sociologists actively interpret media messages by relying on common sense assumptions. They believe that audiences do not passively receive information but actively make sense of it based on social and cultural experiences. These assumptions shape how people understand media without requiring complex theories.
The interpretative approach in sociology explains that media messages do not carry fixed meanings. Instead, audiences construct meaning based on their backgrounds and beliefs. For example, a news report on climate change may lead environmentalists to see an urgent crisis, while business leaders may focus on economic impacts.
Stuart Hall’s Encoding-Decoding Model further clarifies this concept. He identified three ways audiences interpret media:
- Dominant reading – Audiences completely accept the intended message.
- Negotiated reading – Audiences partly agree but modify the message to fit their views.
- Oppositional reading – Audiences reject the intended meaning and form their own interpretation.
Sociologists actively study media through interviews, focus groups, and content analysis. They examine how different social groups interpret films, advertisements, and news. This research helps explain how media shapes opinions and reinforces cultural norms.
In conclusion, sociologists prefer common sense assumptions because they reflect real-world interpretations. They focus on how social backgrounds influence media understanding, making this approach essential in media studies. Through this analysis, they uncover how audiences engage with and reshape media messages.
