Hall & morley simplified seminar and task

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Seminar slides used in MAC201

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Hall & morley simplified seminar and task

  1. 1. 1 MAC201 Hall & Morley simplified MAC201 seminar
  2. 2. 2 • Reaction against ‘media effects’ and notions of passivity • Attempt to consider what the media means to audiences • Combines semiotics with ideological analysis • Audiences makes sense of texts by drawing on ‘interpretive frameworks’ – Their understanding of how the media functions; their cultural repertoire (cultural formations: ethnicity, religion, sexuality, gender, age, class, etc, positions)
  3. 3. 3 Media producers: White Middle class Male Aged 35+ No religious denomination Politically conservative Media audiences: White/black/etc? Middle/working/under class? Male/female Aged 0-100+? Religious? Politically motivated?
  4. 4. 4 DominantDominant NegotiatedNegotiated OppositionalOppositional
  5. 5. 5 DominantDominant NegotiatedNegotiated OppositionalOppositional
  6. 6. 6 DominantDominant NegotiatedNegotiated OppositionalOppositional Shop stewards Trade union officials HE Arts Students Trainee Teachers Schoolboys Bank managers Apprentices
  7. 7. 7 DominantDominant NegotiatedNegotiated OppositionalOppositional Resistant?Resistant? Shop stewards Black FE students Trade union officials HE Arts Students Trainee Teachers Schoolboys Bank managers Apprentices
  8. 8. 8 Problems?Problems? • Difficult to test • Suitable methodology for analysis? • What is the ‘preferred meaning’ of a text? • Who gets to claim the authority to know what this is? – Hall thought it was ideological and semiotic – Morley showed it was also culturally located (i.e. taste)
  9. 9. 9 Benefits?Benefits? • Acknowledges that there are different responses to the same media messages • Responses may fall into clusters based on the cultural formation of audience members – (class, race, age, gender, political stance, sexuality, ethnicity, religious beliefs, etc)
  10. 10. 10 TaskTask • Look at the following example • Pinpoint the defining characteristics of the advert at the level of: – Style – Ideological aims • Can you identify 3 reading positions (circa Hall’s model) for this text? • Does the style of the ad support the ideological underpinnings or contradict them? Does it have no baring on our understanding of it?
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  13. 13. 13 2008 2009
  14. 14. 14 TaskTask • Watch an extract from <insert example>: • Pinpoint the defining characteristics of the programme at the level of: – Style – Ideological aims • Can you identify 3 reading positions (circa Hall’s model) for this text? • Does the style of the film support the ideological underpinnings or contradict them?
  15. 15. • Greenpeace palm-oil campaign • http://www.youtube.com/watch?v=QV1t-MvnCrA 15

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