In our society we develop a circuit of culture that allows us to interpret media in a certain way from representation, regulation, consumption, production and identity. We develop a polysemy which is many meanings of a certain media context that is open to multiple interpretations. This just semiotic excess and producerly that gives a more open interpretation of media. Second, there is a polyvalence that denotes media which gives different interpretation. Finally, there is the blame on several different influences that give certain meaning to media artifacts. With this it automatically gives certain meaning to individuals without their own interpretation.
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