2. DAVID MORLEY –
NATIONWIDE PROJECT
• The nationwide project was an influential media audience
research project.
• Professor David Morley was a sociologist who specialised
in sociology of television audience.
• Nationwide was a popular news programme, he showed
the specific episode to a wide group of people from
different backgrounds and ethnicities and asked their
views.
3. 3 TYPES OF
READINGS
Dominant (or 'hegemonic') reading: The reader shares
the programme's meaning, attitudes, beliefs and assumptions and
fully accepts the programme's 'preferred reading' (a reading which
may not have been the result of any conscious intention on the
part of the programme makers).
Negotiated reading: The reader partly shares the
programme's code and partly accepts the preferred reading, but
modifies it in a way which reflects their position and interests.
Oppositional: ('counter-hegemonic') reading: The reader does
not share the programme's code and rejects the preferred
reading.
4. CONCLUSIONS
Findings showed that certain groups see media in a certain
way but not all of a certain ‘class’ see it exactly the same,
there are more elements to it such as age, gender, sexuality
and more and also a persons personal opinions, prejudices
etc.
5. SOCIAL STATUS
CLASSIFICATION
A
higher managerial and professional
B
middle managerial and professional
C1
supervisory, junior management and professional
C2
skilled manual worker
D
semi-skilled and unskilled manual workers
E
pensioners, lower grade workers and the unemployed.
Magazines can be classified into these groups to identify the
target audience, instead of just saying a magazine is for ‘teens’
you need to look into all the aspects, because not every single
teenager in the UK will buy this magazine because of social
class, income, location, sexuality and more.
6. TARGET AUDIENCE
Audiences can also be described based on hobbies and
interests, style, music taste and personality.
Also deductive description (logical process of thinking) can
be used, eg ‘all people are humans so therefore that human is a
person’.
