Paper Summary:

This paper analyzes the television series "Sex and the City" on several different levels. First the paper describes various methods of audience analysis. Then it examines moral issues of television, such as role models for youth. "Sex in the City" is further described as appealing to the young, beautiful, and fabulous crowd that ranges in age from the early twenties to the mid-thirties, thus expressing the ideals of society's dominant culture. The author illustrates how the show can be analyzed from the coded and encoded messages it contains. The author concludes that the series had a long life due to its ability to tackle relevant social issues and to create conflict and controversy.

From the Paper:

" Stuart hall was a major research figure at the Birmingham School. He felt that the mass media was an important element of capitalist culture, because it allowed a structure for organization of society's experience (Tomlinson, 1991). Hall viewed media messages as open to having multiple meanings and interpretations by the audience. The message received by the audience, "is influenced by the context and culture of the receivers" (McQuail, 2000, p. 56). The encoding/decoding model views the audience as an active participant in the message, rather than a passive recipient of knowledge. "

Sample of Sources Used:

• Abercrombie, Nicholas (1996): Television and Society. Cambridge: Polity Press
• Ashby, J. (2005). Excerpt. Cinema Journal 44.2 (2005) 127-132
• Bandura, A. (1969). Principles of Behavior Modification. New York: Holt, Rinehart & Winston.
• Bandura, A. (1997). Self-efficacy: The exercise of control. New York: W.H. Freeman.
• Bandura, A. (1977). Social Learning Theory. New York: General Learning Press.

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