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524 pages, Kindle Edition
First published October 10, 2024
When an author is creating a piece, they have a specific consumer in mind. For an author's message to be understood the way they want it to be understood it is easiest working within the dominant hegemonic code (see Hall 1999, 107). The author will use codes they know the consumer understands, being part of a certain group and discourse so that they subconsciously decode the message the author wants to be transmitted (Hall 1999, 107). In reality, everyone has a slightly different habitus so there is never one singular Truth, never only one meaning that can be decoded. So according to the semiotician Umberto Eco, a model reader is created who becomes part of the textual production of meaning. Meaning in a text is produced not exclusively when written, it is part of a process and only becomes complete when the codes and connotations therein are activated by a reader. This textual co-operation is a phenomenon that takes place between the discursive strategy of the author and that of the reader.