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and purposes. But the medium of communication is not necessarily neutral and the ability of the addressee to accurately decode the message may be affected by a number of factors. So the addresser must attempt to compensate for the known problems when constructing the final version of the message and
552:(1857–1913) proposed the theory that when the addresser wishes to transmit a message to an addressee, the intended meaning must be converted into content so that it can be delivered.
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for transmission by an addresser to an addressee. The complementary process – interpreting a message received from an addresser – is called
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may be used to emphasise the elements that the audience is to focus upon and potentially perceive as predicating a particular conclusion. If images are to be selected,
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hope that the preferred meanings will be identified when the message is received. One of the techniques is to structure the message so that certain aspects are given
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unless the parties used the same codes in the appropriate social contexts. But, Barthes shifted the emphasis from the
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meanings will already be attached to the range of signifiers relevant to the message. Within the broad framework of
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the fact of grouping signs together predisposes an uncritical audience to perceive the signs as similar;
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537:(1915–1980) and pervade all aspects of
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