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Stuart hall


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Stuart hall

  1. 1. Stuart Hall<br />Gemma Davey<br />
  2. 2. General Information<br />Born: 3rdFebrurary 1932<br />Won a scholarship at Oxford University (Rhodes Scholar) <br />Cultural theorist focusing on racial thinking in the UK<br />He argues that the media appear to reflect reality whilst in fact they construct it<br />
  3. 3. Encoding and Decoding<br />Audience reception theory:<br />Dominant or preferred reading – the reader fully shares the text codes and accepts the preferred reading (they will read it the way the author intended) so that the code seems ‘natural’ and ‘transparent’<br />Negotiated reading – this is where the audience accepts part of the views presented in the media text and but has their own views as well<br />Oppositional reading – this is where the audience rejects the preferred reading and creates their own meaning of the text<br />
  4. 4. Polysemy<br />This refers to a sign, that has the ability to have multiple meanings<br />It is to do with how certain people (e.g. gender or cultures…) interpret certain signs<br />Examples:<br />A black dress<br />Nodding your head<br />
  5. 5. Examples<br />Black dress<br />Sign of mourning<br />Evening dress<br />Inappropriate for a wedding as according to tradition it brings bad luck<br />Nodding your head<br />In countries such as Bulgaria, parts of Greece, Albania, Turkey and Iran they nod their heads to mean no and tilt them from side to side to mean yes<br />