Aberrant decoding jako jeden ze sposobów interpretacji przekazu medialnego w kontekście teorii zakładających aktywność odbiorców.
This study aims to discuss the phenomenon of decoding media messages contrary to the intention of the sender (aberrant decoding) and distinguish factors which determine such reception. The source of aberrant decoding is related to three elements of the communication process. The sender can influence the media message misread by shaping it with the wrong image of the recipient. The message, not equipped with the preferred reading, can also cause aberrant decoding. While the recipient is provided with communicative competence, needs and expectations which determine the interpretation. Additional factors that influence media reception are provided by framing theory which equips the sender in intentions, and customers in the framework of cultural references.