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This, in turn will secure their hegemony. Their aim is to use the semiotics in their chosen forms of popular culture to display their ideology and manipulate the audience into accepting it.
The ideology is never simply in the message, but in the position of the message in the general societal discourse, and in the position of its producers in the societal formation. [1] However because of different upbringings in different societies, there is inevitably semiotic variability. The audience will not always generate the ?preferred reading'. As theorist Stanley Fish believed, there is no meaning in the text, meaning is created only at the point of encounter between text and reader...
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