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    Television (Encoding & Decoding)

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    Abraham Movalone
    1. The document discusses theories around how media messages are encoded by producers and decoded, or interpreted, by audiences. 2. The Frankfurt School viewed media as producing standardized, conformist cultural products aimed at affirming the status quo, while mass communication research saw media as a neutral reflection of society. 3. Stuart Hall argued that audiences decode media messages through dominant, negotiated, or oppositional readings based on their social positions and that meaning is not fixed, but depends on the interaction between text and reader interpretation.

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    Television (Encoding & Decoding)

    Uploaded by

    Abraham Movalone
    162 views16 pages
    1. The document discusses theories around how media messages are encoded by producers and decoded, or interpreted, by audiences. 2. The Frankfurt School viewed media as producing standardized, conformist cultural products aimed at affirming the status quo, while mass communication research saw media as a neutral reflection of society. 3. Stuart Hall argued that audiences decode media messages through dominant, negotiated, or oppositional readings based on their social positions and that meaning is not fixed, but depends on the interaction between text and reader interpretation.

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    6. Television (Encoding & Decoding)

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    1. The document discusses theories around how media messages are encoded by producers and decoded, or interpreted, by audiences. 2. The Frankfurt School viewed media as producing standardized, conformist cultural products aimed at affirming the status quo, while mass communication research saw media as a neutral reflection of society. 3. Stuart Hall argued that audiences decode media messages through dominant, negotiated, or oppositional readings based on their social positions and that meaning is not fixed, but depends on the interaction between text and reader interpretation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    162 views16 pages

    Television (Encoding & Decoding)

    Uploaded by

    Abraham Movalone
    1. The document discusses theories around how media messages are encoded by producers and decoded, or interpreted, by audiences. 2. The Frankfurt School viewed media as producing standardized, conformist cultural products aimed at affirming the status quo, while mass communication research saw media as a neutral reflection of society. 3. Stuart Hall argued that audiences decode media messages through dominant, negotiated, or oppositional readings based on their social positions and that meaning is not fixed, but depends on the interaction between text and reader interpretation.

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    You are on page 1of 16

    TELEVISION, TEXTS AND AUDIENCES

    ENCODING & DECODING

    Cultural Studies vs Mass Communications theory Mass communications research grew out of, and displaced, earlier work on the media by the Frankfurt School. It worked on the assumption that the media offered an unproblematic, benign reflection of society

    Frankfurt School
    a group of German Marxist intellectuals (including Theodor Adorno, Walter Benjamin and Max Horkheimer) who had migrated to America before the Second World War and who saw the effects of the media in broadly negative terms.

    Adorno and Horkheimer


    Cultural products are commodities produced by the Culture Industry Cultural products are authoritarian, conformist, and highly standardized. The aim of standardization : standardized reaction and the affirmation of life as it is.

    Its concern was with the effects of the media on society, which is measured through empirical studies (that is studies based on observation rather than theory) of individual behaviour.

    TELEVISION AND TEXT


    NEWS IDEOLOGY

    construct ed reality

    structures of signification (the operation of power)

    active and knowledgeab le producers of meaning

    not products of a structured text

    active producers of meaning from within their own cultural context

    ENCODING & DECODING


    The process of television encoding is the ARTICULATION(A temporary unity of discursive elements that do not have to go together) of the linked moments of production, circulation, distribution and reproduction. The production of meaning (intended by the encoders) does not ensure consumption of that meaning (by the audiences) because television messages are polysemic (multiple meanings).

    ENCODING & DECODING


    as the audiences share cultural codes with the producers/encoders, they will decode messages within the same framework. Where the audiences are situated in different social positions (class, gender), they will decode the programmes in their alternative ways

    the conventional model of communication


    - linear recever

    Three decoding positions (Stuart Hall)


    the dominant-hegemonic encoding/decoding which accepts the preferred meanings a negotiated code to acknowlege the legitimacy of the hegemonic but also to make its own rules and adaptations under circumstances an oppositional code to understand the preferred encoding but to reject and to decode in contrary ways.

    Arguments against the mass communications model


    meaning is not simply fixed or determined by the sender; the message is never transparent; the audience is not a passive recipient of meaning

    Text and Meanings


    the text may structure aspects of meaning by guiding the readers, but it can not fix meanings (which are the oscillations -repeated change from one to the other- between the text and the imagination of the readers)

    decodings varied by socio-demographic factors (class, age, sex, race) and by their associated cultural competencies and frameworks

    The meaning of 9/11 tragedy


    North America had become the tragic victim of a terrorist attack. The sense of tragedy was highlighted in showing the traumatised reaction of audiences in Europe and in America as they received the news. However, people in Palestine apparently are celebrating the news

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