Encoding and decoding describes how audiences give different responses when receiving media messages, based on their social position, gender, age, ethnicity, religion, and what they are doing when receiving the message. There are three types of audience responses: dominant, where the audience accepts the dominant values in the media text; negotiated, where the audience generally agrees with the values but may disagree on some aspects due to their own beliefs; and oppositional, where the audience totally disagrees with how values are represented in the media text.

1. Encoding/ Decoding It is the giving and taking of media messages

2. Principles Centred on the idea that audiences vary in their responses to the media messages. Reasons for this are due to a number of factors: Social Position Gender Age Ethnicity Religion and beliefs What the person is doing when the message is received.

3. Audience Responses Dominant – The audience understand and accept the dominant values that are expressed within the media text. Negotiated – The audience generally agree with the dominant values but they may disagree with certain aspects due to their own beliefs and background. Oppositional – The audience totally disagree with the media text that is represented.