ABSTRACT
Systems theorists assert that electronic media do not really mirror reality but rather structure and manipulate reality into organized patterns for efficient conveyance. With this perspective in mind, we now examine some of the shaping systems from which these electronic content layouts are derived. As with our depiction analysis in the previous chapter, however, we must recognize at the outset that the structures and meanings assumed by producers may be miscoded or even counter-coded by audience members operating from their own frames of reference and perceptual expertise. Some of this misunderstanding is the result of miscoding by producers themselves—a defect that careful critiquing before the media product is released can do much to minimize.
