Özet:

The impact of media messages on the audience is one of the main issues of communication work. Despite the mainstream and critical approaches that advocate that viewers are in the position of being coded against media messages, according to the British Cultural Studies tradition formed and developed by Stuart Hall's "coding-coding" approach, the communication process does not advance on a straight line, while the coded message is coded, the tracker is effective at the point of viewing the audience's existence conditions messages. The coding-coding approach defends the view that the viewers are not passive to the media messages, that the viewers can demonstrate attitudes in the form of approval, negotiation or opposition to the media content. While Stuart Hall actively poses the viewers in the process of making meaning to media texts, he evaluates the action of acquiring through the interaction technique based on the quality research method, along with the context in the context of the individual’s existence conditions. In this study, a deep interview with 10 participants was conducted in order to show how the codes for the series "Not to rule the world" were captured by the audience. The study conducted in the framework of Stuart Hall's "coding-coding" model has shown that participants generally performed opposition and negotiating reading.

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