COM ARTS 351 Study Guide - Final Guide: Folk Process, Culture Jamming, Lightning
30 Oct 2014
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Hall: encoding/decoding, the production of meaning and its critiques. Texts are decoded at the level of consumption (3 decoding positions) Texts encoded at level of production, producers encode preferred meanings. In both encoding and decoding, meaning is shaped through. Frameworks of knowledge world views, ideas about audience. Access to technological infrastructure technological skills, style. Works better for more overtly ideological texts over scripted material. Oppositional rejects preferred codes and uses alternative codes. Tv changes cultural perception of ourselves and others (2 ways) Success of african-american sitcoms makes broadcasters want to turn each pitched drama into a sitcom. Success of african-american dramas on cable excuses for broadcasters to not feel responsible since they are being represented somewhere. Success of multi ethnic casts broadcasters answer to the diversity question. =power to establish commonsense values (ideas of dominant class are the dominant ideas) Happens through repetition, they become common sense (ex: monkeys are smarter) Creates and fixes differences (division between self and other)
