COM ARTS 351 Study Guide - Final Guide: Paper Tiger Television, Imagined Communities, Fawlty Towers
30 Oct 2014
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Hall: encoding/decoding, the production of meaning and its critiques . Encoding producers encode programs with preferred meaning. The codes shape these meanings through frameworks of knowledge (world views, ideas about audience), relation to production (industry, economics), and access to technological infrastructure (technological skills, style). Decoding three decoding positions on different codes 1. You"re agreeing with the process of hegemony (dominant idea). Negotiated partially accepts/reads preferred meaning, take some parts of the dominant, its negotiated. Oppositional/counter- hegemonic rejects preferred meaning for alternative codes. Critiques there are few perfectly dominant or oppositional readings. It works better for more directly ideological texts over scripted material. It doesn"t leave space for pleasure and the unconscious and needs to link encoding back to decoding. Social impact of tv tv changes cultural perception of others and ourselves. It informs our ideas about who we are, who others are, who belongs and who does not.
