Stuart Hall - Encoding and Decoding

An active audience theory, this talks about how an audience deal with the messages they are given by the media.

Production - Encoding (construction) of a message begins. The creator(s) of the message is feeding off of society's beliefs and values. They are hoping to put across a certain message.

Circulation - How individuals perceive things: visual vs written. How things are circulated influences how audience members will receive the messages and put it to use.

Use (distribution or consumption) - The message has to be adopted as a meaningful discourse and it has to be meaningfully decoded. However, the decoding/interpreting of a message requires active recipients.

Reproduction - This stage is directly after audience members have interpreted a message in their own way based on their experiences and beliefs. The decoded meanings are the ones with 'an effect. At this point, you will see whether individuals take action after they have been exposed to a specific message.

Comments

Post a Comment

Popular posts from this blog

Representation: Manuel Alvarado - Ethnicity in Media

Image
Stuart Hall is a person of interest here.  He says that representations often focus on 'otherness', for example, emphasising difference or foreignness. For example: Muslims being seen in the media as terrorists because of their differences to the western world. These things change, for example back in the day people would more associate the Irish as terrorists and not just because of jokes about potatoes. Because of these representations being very much real-life, they can often leak into fiction. Manuel Alvarado 's theory of representation of ethnicity in media (1987) has 4 main categories: Dangerous - plays on the fear of otherness (e.g. terrorist, threatening immigrant, gang member.) Exotic - plays on the appeal of otherness (e.g. wealthy foreign royalty, attractive jungle/desert 'native' etc) Pitied, victim - partly because often the only time many foreign countries appear in our media is when they are suffering some disaster. May also play to our sense of supe...
Read more

Audience Feedback and Spin-Offs

Image
Audience feedback is important. It can often easily be conducted through online surveys and reviews, as well as being based on profit and other such metrics. Why are there so many Marvel films?       I have blatantly stolen this joke from Tommy   Marvel try to trick us into believing in Iron Man 4 through a questionnaire. In reality they were just gauging interest in future projects. This was a questionnaire handed out to audiences after seeing Captain America: the Winter Soldier back in the olden days of 2014 and largely consisted of questions about that film and what they thought of it.   Using Social Media for Audience Feedback: Pros: You can get quick and simple feedback from your audience in the comment sections of your posts. Social Media advertising is affordable and very easily accessible. Cons: You have to deal with negative feedback and its potential influence on your potential audience. Anonymity gives people too much confidence. Social media st...
Read more

LO6 Summary and Question Planning

Image
Summary: Question: 'The current regulatory framework for media products is ineffective.' Using your knowledge about regulatory bodies and media products, discuss the accuracy of this statement. Use examples to support your answer. [20 Marks] Plan: If regulation is effective enough, then all media should not be harmful. But is it? Dark Knight 2008 12 - people concerned with the Joker and his blunt graphicness. If it's a 12A people might just take their younger children in regardless which could 'mentally scar' them. Packard and the idea that the media 'injects' the audience with ideas. Gauntlett and the idea that audiences can interpret media products. COD MW 2 No Russian, PEGI 18 but that's harder to regulate because of parents buying children games without really thinking. So even if the regulation is fine in this regard it's often still not effective. As for violence, people are given the option to choose violence or not, so if they choose v...
Read more