the danish girl presentation
TRANSCRIPT
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