Class Notes (807,235)
Canada (492,664)
MDSA01H3 (326)


2 Pages
Unlock Document

University of Toronto Scarborough
Media Studies
Michael Petit

MDSA01- Lecture 10  Text Book: structure, content & audience/reaction to media  Reception Analysis: method of analysis that stresses audience interpretation as the primary site of meaning making  Roman Jakobson: - Russian linguist & foundational figure in semiotics & the structural analysis of language - He distinguishes 6 communication functions, each associated with a dimension of the communication process  Poe’s Law  Old-school traditional views: - hypodermic model: media “injects” people with various people - two-step flow: certain individuals are more active in the media - cultivation analysis: heavy viewing of media gives individuals a distorted view of the world  The Frankfurt School: accepted self-consciousness (PAGE 40-41 textbook)  Stuart Hall: the encoding/decoding model  Code: a set of rules that govern the use of visual & linguistic signs within a culture - Dominant - Oppositional: take a contrary stance - Negotiated: give & take  The surveillance state  John Fiske  Polysemy – ON EXAMS! – “many meanings” – refers to relative openness of media texts to multiple interpretations - Semiotic excess – the greater the semiotic excess, the more interpretations possible - Producerly – an open writerly text that is also popular; it relies on audience members already possessing certain interpretive competencies, which they apply in a self-interested productive way - Limitations/problems: - not everyo
More Less

Related notes for MDSA01H3

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.