1. Audience Response
Preferred reading- this is when an audience member views a media
publication and both understands and agrees with the encoded message fully.
Examples of this include a newspaper article stating that the tough action taken
against protesters by police is too harsh being accepted and agreed with by the
reader.
Another example could be the viewer of an advert that tells them to go to the
shops and buy a bottle of lemonade because it is “the best in the world” believing
this statement unconditionally and going to the shops to buy it.
Negotiated reading- this is when an audience member views a media
publication and understands the encoded message, partly agreeing with it but
their own experiences and views have an influence on their opinion.
Examples of this include a newspaper article stating that the tough action taken
against protesters by police is too harsh being accepted partly by the reader but
not before they have applied their own thoughts and opinions to modify it
slightly to suit them.
Another example could be the viewer of an advert that tells them to go to the
shops and buy a bottle of lemonade because it is “the best in the world” would
draw on past experiences to decide whether they will go and buy the lemonade
or not.
Oppositional- this is when an audience member views a media publication
and understands the encoded message but does not agree with it, instead having
an opposing opinion.
Examples of this include a newspaper article stating that the tough action taken
against protesters by police is too harsh being dismissed by the reader who
would instead believe that the police force used was necessary and will have an
opposite view to the media producer.
Another example could be the viewer of an advert that tells them to go to the
shops and buy a bottle of lemonade because it is “the best in the world” would
instantly disagree that the lemonade is the best and not go to buy it.
Participatory- this is when the audience is very active and respond to the
media they are exposed to through blogs, comment boards, social media sites
and any other public discussion formats.
Examples of this include if a reader who has been exposed to a newspaper article
stating that the tough action taken against protesters by police is too harsh will
start a blog or find a relevant comments board to voice their opinions on the
matter.
Another example could be the viewer of an advert that tells them to go to the
shops and buy a bottle of lemonade because it is “the best in the world” would

2. start a blog or find a relevant comments board to voice their opinions on the
whether the lemonade is the best, rather than just being told it is by the media
producers.
Cultural Competence- is the different responses a group of different
people may have to the same content because of their cultural background.
Examples of this include if a reader who has been exposed to a newspaper article
stating that the tough action taken against protesters by police is too harsh is
from an area where protests happen very often and is the only real way the
public can voice their political opinions, they may be very much on the side of the
protesters, therefore agreeing with the media producers message.
Fan Culture- this is when the audience are very active and plays a role in
media creation based on an already existing product. Fans will write new stories
or varied versions to their favourite existing publications.