Encoding, Creating a media message using language, images, and symbols., Decoding, Interpreting and understanding a media message., Media Producer, A person or organization that creates media content., Audience, People who watch, read, or listen to media., Preferred Reading, The meaning that the producer wants the audience to accept., Negotiated Reading, When the audience partly agrees and partly disagrees with the message., Oppositional Reading, When the audience rejects the intended meaning., Media Text, Any form of communication such as news, advertisement, film, or social media post.
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