In our lessons we look The cultural studies approach, it was developed within the Birmingham Centre for Contemporary Cultural Studies. It is an attempt to understand how the media might be powerful and influence all audiences and the effects of media texts but also sees the audiences as ACTIVE, which contrasts highly with the effects model. The audiences have to be active to understand how to text is affecting them and so they can gather their 'Preferred Reading', 'Negotiated Reading' or 'oppositional reading'. A preferred reading would be accepting the text and agreeing fully with its meaning. An oppositional reading would be the complete opposite and someone would completely disagree with all the texts meanings and concepts. Whereas, a Negotiated reading accepts the concepts and meanings but they look at it in another light and find another area of it.
