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Stuart Hall - Audience Positioning
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Stuart Hall - Audience Positioning

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    Stuart Hall - Audience Positioning Stuart Hall - Audience Positioning Presentation Transcript

    • Stuart Hall – Encoding/Decoding
      • Stuart Hall is a cultural theorist and Professor of Sociology at the Open University.
      • Stuart Hall looked at the role of audience positioning in the interpretation of mass media texts by different social groups. Hall came up with a model suggesting three ways in which we may read a media text:
      •  
    • Encoding and decoding
      • Dominant reading - reader fully accepts the preferred reading (audience will read the text the way the author intended them to) so that the code seems natural and transparent.
      • The negotiated reading – the reader partly believes the code and broadly accepts the preferred reading, but sometimes modifies it in a way which reflects their own position, experiences and interests. 
      • The oppositional reading – the readers social position places them in an oppositional relation to the dominant code. They reject the reading.
    • Media Power
      • Hall was concerned with media power, including how it propagates particular social values, to create dominant ideologies (in other words framing public debate surrounding certain issues; e.g. the role of women in society, asylum and immigration, the welfare system, the monarchy etc...)
      • He believes that the mass media create and define issues of public concern and interest through audience positioning .
      • Polysemy - is the capacity for a text to have multiple meanings. It is to do with how individuals interpret and decode readings in different contexts and cultures.