audience behaviour

Cultivation- Exposure to repeated patterns of representation over a long time period. For e.g challenging traditional family types
Nuclear families vs single parent homes- Single mum being more caring and actively involved in children's lives

reception theory- stuart hall
encoding and decoding messages

• the creator encodes through signs and symbols 
• the audience will decode this through their own interpretation 

Dominant, negotiated and oppositional

dominant readings lead to dominant ideologies