audience reception Archives

The dominant code conveys the society's ______. (A) subsidiary readings (B) preferred readings (C) non - selective readings (D) incompatible readings Correct Ans: (B) Explanation: The dominant code conveys society’s preferred readings by embedding mainstream values, beliefs, and ideologies into media texts. British cultural theorist Stuart Hall introduced this idea in his encoding/decoding model, which explains how media producers encode meaning and how audiences decode it. When media creators encode a message using the dominant code, they align the content with the dominant cultural norms. For instance, a news report about law enforcement might present police as protectors, reinforcing mainstream beliefs about safety and order. Audiences who accept this message without resistance are decoding it through the preferred reading. Preferred readings represent the message as it was intended by the producer. They reflect what the society's dominant institutions—like government, education, and media—want people to accept as truth. So, the dominant code doesn’t just tell a story—it pushes an ideological position. Now, let’s look at the incorrect options. Subsidiary readings isn’t a recognized media theory term. It sounds like a weaker version of preferred reading but lacks any foundation in Hall’s framework. Non-selective readings suggests audiences accept everything without filtering, which misrepresents the active role of interpretation. Incompatible readings would fall under what Hall calls oppositional readings, where audiences reject the dominant message—not what dominant code conveys. Therefore, preferred readings is the only correct answer. It directly links to how media texts communicate cultural norms and dominant ideologies. The dominant code helps normalize these ideas so they seem natural or obvious, even if they are socially constructed. In conclusion, the dominant code in media communicates preferred readings, reinforcing shared beliefs and maintaining ideological control. Audiences may accept, negotiate, or oppose these messages, but preferred readings always reflect how the producers want the content to be understood.

Tag: audience reception

The dominant code conveys the society’s ______.

Who says media do not influence audience in any meaningful manner.

Scope of Communication Research Beyond Transmission Model

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