MDSA01H3 Chapter Notes - Chapter 10: Sign Language, Telomerase Reverse Transcriptase, Polysomy
Document Summary
Chapter 10: reception analysis reception analysis = personal meanings that individuals make of mass media texts in relation to their lived social systems and experiences. Active audience = constantly reformulating the meanings of a media text (across lines of race / class / gender / sexuality) Reception theory = stresses audience interpretation as the primary site of meaning making. Hypodermic needle approach hypodermic needle approach = outlining how the mass media injected particular meanings into consumers assumed = media messages signified only exactly what producers intended them to mean (audiences unable to ignore / negotiate) Stuart hall: encoding / decoding model outlines = all of the possible ways in which the intended meaning of a text can be potentially reworked in the hands of an active audience. Encoding = process of creating meaningful messages according to a particular code. Decoding = process of using a code to decipher a message and formulate meaning encoding may not be perfectly symmetrical.
