- Codes are used to communicate ideas to the audience, they give meaning.
- Conventions are what we expect to see from something e.g. genre.
The effects debate - Does it actually make an audience act in certain ways?
Preferred reading - What the producer wants the audience to understand
Negociated reading - Audience agree with the elements but not all of the text
Oppositional reading - The audience disagrees with the ideology of the text or de-code it in a manner that was not intended
Uses and gratifications - In this theory the audience have an active role in chosing which texts to engage with and what aspects of these texts
For example, using this theory the target audience may chose to read my text in a means of discovering fashion, music etc.