The more Media Literate you are the more you acknowledge films. If you are not media literate you will not know certain reasons and expectations of a film. for example someone who has read the Harry Potter books will be more media literate than someone who just goes to see the films, because they will know about the characters more and they will know more about the background knowledge such as J.K Rowling only wanted a British cast and the location of the films. You can be more media literate if you have previously been learning about a topic, such as media students and camera technology. They will know why shots have been used for that genre and what specific shots they are,that we are easier to identify what the director is trying to show, compared to someone who doesn’t know at all. If you are a fan of a film you can be more media literate because you will know about the actors lifes,previous films they have been in and the films you seem to be drawn to due to your favourite genre.
Another example is a maths student, an English and an art student as they would take different meanings of a film. The maths student will take in what the film has to offer, but try to resolve the situation before the next scene,when it came to the creative side of filming the art student will look at the setting and lighting and the English student will focus on the dialogue,emotion and the characters.

Pre viewing is everything we experience in our lifes before we see the film. There are structures in society that follow certain patterns or rules. Initially,most interest was centered on the use of language,language was essential in communicating the ideology of the beliefs of a culture. Your gender,age,religion,race and education can easily affect your individualism and that can affect how we view a film and how we interpret meanings, if you have not experienced something that another audience member has you can have different perspectives for example on Brokeback Mountain,A homosexual male could take a negative reaction because the characters are disgusted in homosexuality and this person has been bullied all his life for his decisions, compared to someone who is homophobic and is brought up in a homophobic environment without the right understanding could agree on those films and that everything that happened then is right, and that’s how we should be treated in the now and so forth. 

Post viewing is when you come out with your own meaning after the film,that can easily be changed when you discuss it with your friends,read reviews,look at the DVD extras and Interviews. By listening to what someone has said could change the first initial meaning you took from the film. For example a middle aged woman who watched the film and didn’t like the male bond could have her interpretation widened or be impacted by a female teenager talking about her views and it is then either adjudicated into ones persuasion or it enhances the same settlement. Basically spectators are decoding of the text in order to create the best meaning.

“Ideology may be seen as the dominant set of ideas and values which inform any one society or culture,but which are imbued in its social behaviour and representative texts at a level that is not necessarily obvious or consious.”  

Frameworks of interpretation-SCHEMAS are the formations that systematizes our understanding and presumptions of whatever topic that is used for building information.
The genre and narrative are frameworks of interpretation as they keep you engaged,intriged and active, keeping you guessing. Narrative is important as the code and conventions without them together you wouldn’t understand. Cognitive theory is the complex learning process that you build from an early stage, to which you train yourself and learn how to respond. You undertake an action that reinforces a positive mind and into achievement. For example as a child you wouldn’t know to catch a ball when it is thrown at you to the face, but you start to understand it has a negative reaction and that it hurts you. You then understand to block the ball with your hands before it reaches your face and then finally as the grown up is helping your brain work to recognise,process and place the stimulus you then find it comes possible to read and learn the responses of your action to then catch the ball and throw it back. As children are passive audiences they are forced into this passive role and they can’t process what the text or meaning is until they find out through cognition or post structuralism.