Structured Interpretation Model

• What does this theory suggest?

  That there is a dominant interpretation of media messages which audiences go along with
• How is theory similar to the selective filter model an Uses and Gratifications

  Individuals actively pick which media they engage with, but this theory says the process takes place in a social context
• What does the social context enable?

  It takes a preferred reading of the media message.

  e.g.

  • a film is written, presented and promoted with a preferred reading in mind.​
  • A film like Spectre aims to be intriguing and convincing not boring and stilted.
• What happens to different social groups?

  They have different dominant interpretations of the same text

  so this theory isn’t the same as earlier theories which saw the audience as a mass who all respond in the same way
• What did Morley?

  Morley looked at how a TV audience responded to one programme.
• what does Morley suggest about Nationwide?

  The same programme was shown to different social groups and their responses to the programme varied hugely, but within each group most individuals responded in the same way.
• What do Trade Unionists thinks?

  Trade unionists saw it as biased towards management and management trainees saw it as biased towards Trade Unions.