Audience decoding + reading
- Created by: LunaShomeiRose
- Created on: 30-12-19 13:03
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- audience decoding + reading
- media products have intended meanings, but audience (decoder) may misread them as everyone has diff. social + cultural experiences
- Stuart hall's model of mass communication
- 1. same event can be encoded different ways
- 2. message can be decoded different ways
- 3. understanding message can be problematic process
- Hall's categories of reading
- preferred (dominant)
- decoder accepts + shares indented meaning (conscious/ subconsciously). respond in expected way + confirm social order
- negotiated reading
- decoder partly accepts intended meaning but also partly resists/ modifies it to fit own views
- Oppositional reading
- decoder may understand intended meaning but rejects it as social position puts conflict with it
- aberrant reading (addition to original theory)
- decoder creates own interpretation that's entirely different to intended meaning (e.g parody)
- preferred (dominant)
- open and closed texts
- open text
- many diff. meanings possible (encourages polysemy)
- decoder takes active role
- usually aesthetic/ artistic
- e.g poem, abstract art, experimental film
- closed text
- single meaning indented (restricts poysemy)
- decoder takes passive role
- usually informational
- e.g textbook, recipe, TV commercial, action film
- Barthes + Eco identified text as open and closed
- Barthes said: texts = tangle of threats that need to be unraveled. diff. meanings appear as they are unrevealed
- however, some text need to restrict their meaning (polysemy) e.g instructions, directions
- Barthes said: texts = tangle of threats that need to be unraveled. diff. meanings appear as they are unrevealed
- open text
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