Kampaania „Palju sina jood?― meediakäsitluste individuaalne retseptsioon
This bachelor's thesis is titled "Individual reception of the media texts based on the anti-alcohol social campaign "Palju sina jood?". The major aim of this thesis was to identify which messages the respondents were able to decode from nine differently framed media texts and whether the reading of the texts changed their represented opionions towards alcohol drinking. The thesis also tried to find links between different reception modes and media frames. The research is based on the reception analysis of nine different media texts, which were given to three members of the campaign's target audience. The analysis of reception interviews was based on Carolyn Michelle's consolidated multi-dimensional model of modes of audience reception. The two most important results of the thesis were: 1. media frames defined the messages the respondents received; 2. in order to change the target audience's opinions, it's important to achieve disursive-dominant reception. The thesis also showed, that Michelle's model of reception is the best tool up to date in analysing audience reception.
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