MEDIAST 10 Lecture 4: MS10-4-Sept5
Document Summary
Value of hall"s e/d model: all message conditions have more than one potential reading, our experiences and beliefs color our decoding, the struggle with getting people"s ideological agreement. Criticism of hall"s e/d model: few perfectly dominant to oppositional reading, works better for overtly ideological texts than scripted one, multiple motivations behind production / encoding. Genre: content sharing the same conversation and code: an attempt to manufacture success by creating familiarity in new text, a label audiences use in determining interest. Conventions: speci c narrative element (story: setting, character types, plot and narrative structure, iconography, emotional effect, ideology. Code: modes of production external the narratives (style: length, visual style. Animation and animation style: audio style. Determining genre is based on a mix of conventions and codes: but: based on select diffs, so: no system for what demand a new category, thus: some shared categories matters, other don"t, this means: genres are"t textually/self-evident.
