The system of communication: encoding, decoding and preferred, negotiated and oppositional readings

What this note covers

1. The system of communication in one diagram
2. Encoding: how producers build a preferred meaning
3. Decoding: preferred, negotiated and oppositional readings
4. What shapes a reading: context, values and polysemy
5. Worked example: one campaign, three readings
6. Applying the system in Unit 3 and Unit 4 answers
7. Exam technique: writing about readings precisely

7 sections · 10 key terms & formulas · 6 common mistakes