Essay about encoding decoding - 1125 Words

CM382 Critical theories of communication (encoding/decoding) Critical theory is interested in power, dominance Ideology â€Å"Received wisdom† about the world (beliefs, values etc.) typically benefits people at top more than people at bottom Ideology legitimizes, justifies and naturalizes social system To analyse ideology we must uncover how the status quo provides large advantages to those who already have more power and privilege John Thompson (1990) defines ideology as â€Å"meaning in the service of power† â€Å"Hegemony† = dominance by consent (but it is never complete) â€Å"The challenge facing us as students of the mass media is to examine the workings of, and sometimes the tensions between, dominant and†¦show more content†¦The moment of the text: -symbolic construction and arrangement -form and content of what is published or broadcast 3. The moment of decoding: -moment of reception/consumption...by the reader/hearer/viewer [which is] ‘closer to a form of â€Å"construction† than to ‘the passivity....suggested by the term â€Å"reception† The â€Å"dominant code† = preferred reading [e.g. police are our guardians and young rioters are ‘deviants’] The â€Å"negotiated code† = largely accepts dominant code but takes account of a particular group’s place within social structure [e.g. police are in general good for society but treat some groups, such as immigrants, unfairly] The ‘oppositional code’ = rejects dominant code [e.g. Police are instrument of oppression] Advertising encoding/decoding Mathew Soar draws on hall, but also on Pierre Bourdieu [â€Å"Cultural capital†] Suggest that studies of advertising have overwhelming focused on ends rather than means Soar suggests that advertising encoders (and creatives in particular) are primarily a self-addressing group Myra Georgiou (2012) ‘Watching Soap Opera in the Diaspora’ [Soap operas challenge hegemonic discourses of gender in regions of origin] Sarita Malik (2012) ‘The Indian family on UK Reality Television’ [Examines documentary/reality series The Family ] ‘The Grewal family - standing in here for the hegemonic authentic Indian family ... have just the ‘right amount’ of cultural difference’ (MalikShow MoreRelatedNonverbal Communication : The Method Of Encoding And Decoding1108 Words   |  5 PagesNonverbal communication consists of the method of encoding and decoding. Encoding is the act of producing the communication using gestures, facial expressions, and posture. Decoding is the process of receiving the information and how the individual processes that information based on their previous experiences. Culture plays a significant role that helps the way learning activities are organized. Nonverbal communication consists of visual cues such as kinesics, proxemics, paralanguage, and hapticsRead MoreNonverbal Communication Involves The Processes Of Encoding And Decoding Essay1055 Words   |  5 Pages Nonverbal communication involves the processes of encoding and decoding. Encoding is the act of generating the information such as facial expressions, gestures, and postures. Decoding is the interpretation of information from received sensations from previous experiences. Nonverbal communication between people is communication through sending and receiving wordless cues. It includes the use of visual cues such as body language, distance and physical environments/appearance and of touch. It canRead More Stuart Hall - Encoding and Decoding Essay examples3111 Words   |  13 PagesDuring the late 1970s, Hall produced at least two papers on the COMS paradigm he called encoding/decoding, in which he builds on the work of Roland Barthes. What follows is a synthesis of two of these papers, offered in the interest of capturing the nuances he gave his presentations. The numbers in brackets identify the two papers (the bibliographic details are provided at the end). ENCODING AND DECODING 1. introduction 2. research project research question 3. approach taken theoreticalRead MoreListening Is A Key Part Of Encoding And Decoding The Message1431 Words   |  6 Pagesuses all of our senses to convey a message through perceiving of sound? Our, hearing, smell, taste and touch are part of our senses that we sometimes use without knowing we are doing it. 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In light ofRead MoreEssay about culture and communication2681 Words   |  11 Pagesï » ¿How is Stuart Hall’s â€Å"encoding/decoding† model an advance on the traditional â€Å"transmission† model of communication? How does it change conventional views of how media products are consumed? As a transmission theory scholar studying in mass-communication research, Hall put forward â€Å"encoding and decoding â€Å"model which brings big effects and shocks the traditional transmission model. The traditional model divides the message sending into three parts, sender- message- receiver. It is called linearityRead MoreAdidas : Marketing Strategy With Hip Hop Rapper Kanye West1856 Words   |  8 Pageswith artists (Adidas-Group). These artists includes Rick Owens, Yohji Yamamoto, Raf Simons, etc. However, Adidas has climbed up to the top as a result of their collaboration and marketing strategy with hip-hop rapper Kanye West. It is the brand’s encoding of the music/rap culture and idolizing West, which is the very reason their profit has skyrocketed. Adidas has encoded their products to shape its consumers to become, or to feel as if they are Kanye West himself with their newest sneaker calledRead MoreTelevision Has The Power Of The Television Program By Horace Newc omb And Paul Hirsch1827 Words   |  8 PagesAs a polysemic text, television has the power to inspire a range of interpretations according to the encoding of the producers and the decoding of the televisual consumer. As first described by Stuart Hall in Encoding/Decoding, and then by Horace Newcomb and Paul Hirsch in Television as a Cultural Forum there exist three basic categories of potential readings of a singular text within the broad range of potential interpretations: dominant or preferred, negotiated, and oppositional, each of whichRead MoreCyber Criminals Profit From Exploited People3088 Words   |  13 Pagesthey paid the aggressors however their records were not unscrambled. The administrators of Cryptolocker dispatched an online administration which claims to permit clients to decode their documents without the Cryptolocker program, and to buy the decoding key after the due date terminates; the procedure includes transferring an encoded record to the website as a specimen, and holding up for the administration to discover a match, which the webpage cases would happen inside 24 hours. When a match is