Structured interpretation model, active

• SIM

  Dominant interpretation of media messages which audiences go along with

  • individuals actively pick which media they engage with > process takes place in social context
  • Different social groups have different dominant interpretations of the same text
• SIM

  Social context takes a preferred reading of the media message, e.g. film is written with a preferred reading in mind

  Different social groups will have varied responses but within each group individuals responded in the same way
• SIM

  • Recognizes there's different people who respond in different ways
  • Most people likely to side with a dominant reading of a certain social group