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narrowcast codes


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The conventions and frameworks employed in communication aimed at a limited audience. Compared to broadcast codes they are structurally more complex, less repetitive and predictable, and tend to be more subtle and original. Following Bernstein, Fiske also refers to these as elaborated codes. Such codes are not universally shared within a culture (though they may be widely shared within a subculture), and in contexts such as advertising they may be employed in order to reach a particular target audience.

Subjects: Media Studies.


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