T H E M E S O F T H E D A N I S H G I R L :

E N C O D I N G / D E C O D I N G M O D E L

A P P L I E D T O A U D I E N C E M E S S A G E R E C E P T I O NN A D E Z D A K O S T I G O VA

C O M M 5 1 6 : M E D I A A U D I E N C E B E H AV I O R

M AY 1 0 , 2 0 1 6

ENCODING/DECODING MODEL

Conscious ignorance (Hall, 1980)

Opposition (McQuail, 2010)

• A new approach to the audience research• Audience is active - intended message reinterpretation

in the consumption activity

Personal, social,

cultural, economic

Globalization

Peer influence

Hall (1980)

Morley (2006)Katz (2010)

Fu & Govindaraju (2010)

METHODOLOGY

RESEARCH QUESTIONS

What is the correlation between social position and message reception?

What reaction does a controversial subject create in the audience?

What messaging does the audience adopt?

ENCODINGI fell in love with this script because, to me, it was first and foremost a great love story — an epic love story and a portrait of a young couple in love, a portrait of a marriage going through this profound change

FINDINGS

Homosexual - apply personal experiences Heterosexual - oppositional and of educational nature+

++

Portrayal is positive and sensitiveLGBT community - the problem of transition simplifiedMajority failed to recognize love and marital values Audience accepts a transgender person, however, ignores his or her relation to the world and other individuals.

RECOMMENDATIONS FOR FUTURE RESEARCH-

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Number of respondents

Encoding

Equal number of respondents for each demographic category

Q & A