subject position

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In theories of textual positioning, a role which a reader is obliged by the structure and codes of a text to adopt in order to understand the preferred meaning (see also ideal reader; identification). For some, the power of the mass media resides in their ability to position the subject in such a way that media representations are taken to be reflections of everyday reality. Contemporary theorists contend that there may be several alternative (even contradictory) subject positions from which a text may make sense, and these are not necessarily built into the text itself (or intended).

Subjects: Media Studies.

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