particular media are associated wit

particular media are associated with specific social settings. For example, the institution setting of cinema creates in the audience certain expectations: the dimming of the lights is a cue that the performance is about to being; it is common for sweets to be eaten during the performance; the back row is reserved for snogging couples.
Much of our media experience takes place in the home, which may be a family setting (with competing voices) or a one-person household. In many households it is normal to 'talk over' the radio or even the television, but this would be frowned upon in a cinema or theatre.
service being promoted, but an addressee may disagree with, or misunderstand, the message.
Message are, in most instances, very easy to decode; after all, most addressers want to communicate with the addressee. the exceptions to this are texts which want to make the addressee work at creating meaning; Art cinema occasionally seems to relish being obscure, sometimes to the point of suggesting that there may in fact be no message or meaning.