COM ARTS 351 Study Guide - Final Guide: Standard-Definition Television, Protestantism, Culture Jamming
30 Oct 2014
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Document Summary
Encoding- texts encoded at level of production, producers encode preferred meaning. Meaning shaped through: frameworks of knowledge, relation to production, access to technological infrastructure. Critiques-few perfectly dominant or oppositional readings, works better for more overtly ideological texts, doesn t consider the contestatory nature of encoding, needs to link decoding back to encoding. 3 decoding positions (based on codes: dominant/hegemonic- accepts preferred codes, negotiated- partially accepts preferred codes, oppositional-rejects preferred codes and uses alternative codes. Tv changes cultural perception of ourselves and others. Success of sitcoms, dramas on cable, multi-ethnic dramas. Can be- descriptive (how the world is) and prescriptive (how the world should be) Critique-no room for miscommunication, no allowance for effects of receivers. Codes-generally recognized frames of reference used to express meanings, texts are encoded and audience decodes, different codes lead to different decodings. Polysemy is structured-hegemony privileges some meanings over others. Creative work- know the program and add in particular clips.
