David Morley
Social and Cultural Context
-Reception theory - 'the politics of the living room'
-The meaning of the text will be constructed differently depending on the audience member's position in society
-Differences based on things like social class, gender, and ethnicity, may determine an individual's cultural tastes
-People from different social groups will have a knowledge of the codes of different types of media texts
For example, people may construct this music video differently, with a different teenagers growing up happily with their families. People may think that the signs shown are false because of the background they come from, for example they may not have grown up with a family around them. However, other may think it is a very good representation of growing up because it reflects how they grew up, because it is a similar background they came from.
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