Media, Information and Technoculture 1050A/B Lecture Notes - Lecture 3: Media Programme, Semiotics, Personal Identity
31 Jul 2019
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Active audiences: opposite of passive, around 70"s/80"s, researchers created this theory, theory says that audiences also produce, we don"t always respond as we"re supposed to. Encoding/decoding theory: key to looking at what people do with media, on one side there is the encoders (media producers), and on the other side there is decoders. Most common reading position taking what we want and leaving the rest ex. listening to music that has lyrics you disagree with, yet still enjoy the beat or find it catchy ex. 2: playing shooting games, not agreeing with killing people, but playing for enjoyment still: meaning is not entirely relative, cultural limits to polysemy, different meanings, but there are limits, ex. The death of the author literary texts aren"t just messages from the author, or being interpreted as they wanted, readers are creating new interpretations. Seen as a negative thing for a long time (as an extreme degree of a fan: ex.
