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hegemonic reading


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Within Stuart Hall's encoding/decoding model, the interpretation of a mass-media text by a decoder who fully shares its ideological code and accepts and reproduces the preferred reading—a reading which may not have been the result of any conscious intention on the part of those who produced it. In such a stance the dominant code seems natural and transparent. Comparenegotiated reading; oppositional reading.

Subjects: Media Studies.


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