notes that we don't just read one text but see it in relative to others, we are sophisticated readers of media
Interpretative model inter discourse
Pecheux
inter discourse: the idea that we all exists in a field of different discourses and message systems - the death of a character can be read as part of the story but also the actor having a row with the producer and being written out
Interpretative model
Elsewhere
argues there is no text, no audience, there is only the process of viewing
