David Morley's audience theory

In my evaluation 3 question, I am planning on discussing David Morley's audience theory. Although I have already made a post about this theory, I would like to further discuss it in more detail to fully approach the meaning behind it.

David Morley's audience theory is the idea that different people's social backgrounds and occupations can affect the way they receive media texts.

Encoding: means the production message
Decoding: means how an audience member will actually understand this interpret the message

The audience member can then respond by being either oppositional, negotiated or dominant.

Oppositional: means the audience member does not accept this message
Negotiated: means the audience member has an undecided opinion upon the message
Dominant: means the audience member fully accepts the message

I plan to discuss our encoding and decoding expectations audience members will receive whilst watching our own music video which will entail...

Encoding - We wanted audience members to feel happiness and a sense of escapism whilst watching the video, as well as realism and relatability to their own lives.

Decoding - When we presented to our class during the showcase we had mostly...

Dominant responses!! Which positively tells us people understood the message which we were trying to put across.