This document discusses Stuart Hall's circuit model of communication and culture. It explains that culture involves shared meanings that are circulated through media. Hall's circuit model shows how cultural meaning is generated and shaped at five moments: representation, identity, production, consumption, and regulation. The model also emphasizes that meaning is context-dependent and can vary between creator, text, and audience. Examples are provided to illustrate how representations can take on different meanings in different cultural contexts.

2. Media and circuit of culture.
Culture can be understood in terms of
'shared meanings'. (Hall 1997) In modern
world, the media is the biggest tool of
circulation of these meanings.
Stuart Hall presents them as being shared
through language in its operation as a
'representational
(signifying)
system'
and he presents the circut of cultural model
as a way of understanding this process.

3. The process that culture gathers meaning at five different
“moments” is - representation, identity, production,
consumption and regulation.

4. Hall's circuit model of communication is a refined
version of his orignal encoding/ decoding model:

5. In sender-receiver model Hall emphasied the importance
of specific cultural conditions at every stage of any
communication process. Creators of media texts produce
them in particular instituational context, drawing on
shared framework of knowldge etc. The same media text
is engaged by audiences in different context.
Hall states that reality exists outside the language but
constantly mediated by and through language, what we
can know or say has to be produced in and through
discourse. Discursive knowldge is not the representation
of real language but articulation of language used in real
condition/ situation.

6. Representation
Representation
meaning
from
language,
painting, photography and other media, it uses
“signs and symbols to represent whatever exists
in the world in terms of a meaningful idea and
concept, image".
Representation is the discursive process by
which cultural meaning is generated and given
shape: “we give things meaning by how we
represent them”.
For Example: A Bird, A Cross, Traffic Lights.

7. Consumption,when
messages are decoded
by audiences.
Consumers actively
create meanings by
using cultural products
in their everyday lives.
A Bird
in a Political Conference
Between Two nations can
be a
Symbol Of ”Peace”
While the same bird in a
advertisment
Of beauty soup
is a symbol of
”beauty and softness”
A Dog is a symbol
of Loyality
in USA
While abuse in Pakistan.

8. Production
(construction) is the process by which creators of
cultural products imbue(arise) them with meaning,
a process often called encoding (Hall, 1993).
Producers encode dominant meanings into
their cultural products.
For Example the Use of word ''HALAL” in islamic countries
On the product of snacks ”Lays” by its manufacturing
mulinational Company.

9. Regulation are conditions What’s allowable or
expected in a culture often is deter mined.
Identities are meanings that accrue to all social
networks, from nations to organizations to
publics.
Identities, then, are never fixed entities but are
multiple, culturally constructed meanings that
evolve and change.
For example they deals with:
To target the ideal young costumers: prizes had to be
low. Name must be cool. Addition of new demand (e.g
Diet coke)

10. Indian and Pakistani advertisment
of Lays

11. To understand
the
cicuit model of
Culture
take the example
of ''Pepsi”.

12. ●
●
●
●
●
Sign = Pepsi +
micheal Jackson
Signifier= particular
drink
Production= Soft
drink Pepsi by
Pepsicon
Consumer= people
of Usa
Representating=

13. Same Pepsi in Iraq and Africa

14. In Pakistan dominating Cricket
In India dominating Bollywood

15. Presenting Egyptian and Arab
culture

16. This is how Media tries to fool us but when
we truely understand all discourses in a text
we often laugh:

17. Discorse analysis engages directly with Circut-ofculture-model, given its political aim of Putting
the forms of text,
the process of production of text,
the process of readings,
and the structure of power that have given rise to them.
In media the interpretation of texts is depends
upon viewers even viewers can produce their own
text in response to a particular visual/oral stmuli
(Talk shows in response to a Poltical event). Media
message also perform ideational function of
language; function to performe communicate
process, or express our thoughts through
language.