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отворени и затворени текстови
Еко описује као "затворене" текстове који показују јаку тенденцију да охрабре одређено тумачење - насупрот "отворенијим" текстовима. Он сматра да текстови масовних медија теже да буду "затворени текстови" и да зато што се емитују хетерогеној публици различито декодирање таквих текстова није могуће избећи.
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