THEMES OF THE DANISH GIRL ENCODING DECODING MODEL

THEMES OF THE DANISH GIRL: ENCODING/ DECODING MODEL APPLIED TO AUDIENCE MESSAGE RECEPTION NADEZDA KOSTIGOVA COMM 516: MEDIA AUDIENCE BEHAVIOR MAY 10, 2016

ENCODING/DECODING MODEL • A new approach to the audience research • Audience is active - intended message reinterpretation in the consumption activity Opposition (Mc. Quail, 2010) Conscious ignorance (Hall, 1980)

Hall (1980) Personal, social, cultural, economic Fu & Govindaraju (2010) Globalization Peer influence Morley (2006) Katz (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?

ENCODING I 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 sensitive LGBT community - the problem of transition simplified Majority 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 - Number of respondents Encoding Equal number of respondents for each demographic category

Q&A