Other school of thought- we are able to filter and adapt to content in media (Gauntlett, 1995) - backwards...
We have uses and graficications ( McQuail, 1972) theory- people use media for their own purposes?
Provides a more positive outlook on the effects of media.
- Hall (1980) - encoding/ decoding model.
- Preferred reading- by audiences depending on their background but accepts the dominant viewpoint/ story.
- Negotiated reading- particularly agrees with meaning
- Oppositional reading- meaning understood but don't agree and think opposite.
- Aberrant- gets the completely wrong meaning entirely.
There is a moral panic on how social media having a negative impact on the new generation.
Celebrities sell themselves as brands this encourages young girls/boys idolise them.
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