2. David Morley’s Hypothesis
• Morley outlined three hypothetical positions which the reader of a
programme might occupy.
• Dominant reading: The reader shares the programme's 'code' (its
meaning system of values, attitudes, beliefs and assumptions) and
fully accepts the programme's 'preferred reading' (a reading which
may not have been the result of any conscious intention on the part
of the programme makers).
• Negotiated reading: The reader partly shares the programme's
code and broadly accepts the preferred reading, but modifies it in a
way which reflects their position and interests.
• Oppositional reading: The reader does not share the programme's
code and rejects the preferred reading, bringing to bear an
alternative frame of interpretation.
3. Research Methodology
• Morley deliberately chose to work with groups rather than
individuals because he felt that individually based interview
research is flawed by a focus on individuals as “social atoms
divorced from their social context.”
• Two programmes from Nationwide were shown to 29 small
groups (2-13 people) from different social, cultural and
educational backgrounds.
• Programme A had been broadcast on 19th May 1976 and a
recording of this was shown to 18 groups in London and the
Midlands; Programme B dated from 29th March 1977 (a
'Budget Special') and this was shown to 11 groups, mainly in
London.
4. Results
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Dominant Readings
Print Management Trainees
Bank Managers
Apprentices
School Students
• Negotiated Readings
• Teacher-Training Collage
Students
• University Arts Students
• Photography HE Students
• Trade Union Officials
• Oppositional Readings
• Black FE Students
• Shop Stewards
5. Audience Composition
• The audience in media is categorised into different groups based on their
class and income.
• The groups that a magazine targets will affect the content of the
magazine, as the editors will try to cater the content of the magazine to
suit the demographic that they are aiming for
• The different categories are:
• A
higher managerial and professional
• B
middle managerial and professional
• C1 supervisory, junior management and professional
• C2 skilled manual worker
• D
semi-skilled and unskilled manual workers
• E
pensioners, lower grade workers and the unemployed
6. Key Term Glossary
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Quantative - this refers to the type of research which is based on the collection of
numerical and statistical evidence
Qualitative - descriptions or distinctions based on some quality or characteristic rather
than on some quantity or measured value
Deductive - the process of reasoning from one or more general statements to reach a
logically certain conclusion.
Reactive - acting in response to a situation rather than creating or controlling it.
Polysemic - having more than one meaning
Passive audience - an audience who does not interact with media and is just injected
with the messages. It is the one who does not have control of the media influence on
them such as children
Active Audience - a theory that people receive and interpret media messages in
different ways. It is usually according to factors such as ethnicity, age and the social
class.
Socio/economic group - people having the same social, economic, or educational status
Demographic - the quantifiable statistics of a given population.
