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преферирано читање
Ово је термин који Стјуарт Хол први користи као однос према вестима на телевизији и тренутним програмима, али који се често примењује и на друге врсте текстова. Читаоци неког текста се усмеравају на преферирано читање и од "непожељног декодирања" употребом кодова. Преферирано читање није обавезно резултат неке свесне потребе ствараоца текста.
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