COMM 1101 Lecture 6: COMM 1101 - Lecture 5-Media Literacy -October 6th, 2014

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Stuart hall"s model encoding and decoding in the television discourse . Right column (firms that do the background work) Hall suggest it not just making the message its also about decoding it. We don"t know if we decode the message as the author intends. The average citizens are not dumb or fools. We tend to remember and pay attentions to different things. Dominant: unproblematically understand a message exactly the way the author intended us to. Negotiated: we don"t flat out reject the text but we add in a little of our own meaning and reject some of the text. interpret. Oppositional: object and deny message and make our own meaning. Actively involved in making the meaning of the messages that they receive. Being an active audience is good for the audience side but i don"t think its as good for the mass media side because they want you to thin a certain way.

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