Encoding and Decoding
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Stuart Hall proposed a model of communication with multiple moments: production, circulation, distribution/consumption, and reproduction. He argued that the meaning of a text is interpreted differently by its producer and readers based on their backgrounds and contexts. Hall also suggested that readers can take a dominant, negotiated, or oppositional reading position based on their agreement or disagreement with the text.
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Hall proposed a new theory of communication that argues meaning is not fixed by the sender and the audience is not passive. There is a "lack of fit" between encoding and decoding meaning as the producer encodes meaning differently than how the receiver decodes it based on their background and interpretation. Hall referred to distinct moments in the communication process including production, circulation, distribution, consumption and reproduction as part of the communication circuit where meaningful exchange requires the message to be correctly decoded.
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Active Audience: Uses and Gratification
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This lesson teaches how to check digital media file properties and test files against requirements. Students will learn to check a file's type, size, length and other properties by viewing its properties details. They will also create a testing table to check that their audio, image and video files meet requirements for file type, size, length, pixels and other specs. Screenshots of file properties will be produced to identify key features and show the files meet requirements.
Communication System
Communication System
Elements of communication
Internal communication
External Communication
Factors affecting reading rate
Reading Styles
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The seven C’s of good written communication
WE LEARN.;WE REMEMBER
Audience Theory Introduction - Effects, Uses and Gratification, Reception
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
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Audio codecs compress and decompress digital audio data according to audio file formats. Codecs aim to represent high fidelity audio with minimal bits while retaining quality, reducing storage space. Common codecs include Windows Media and Winamp. Lossy codecs like MP3 are used widely and prioritize size over quality. Lossless codecs like FLAC maintain exact copies but have lower compression. Common audio formats include WAV (uncompressed), FLAC (lossless), and MP3 (lossy).
Codecs
Codec stands for enCOder/DECoder or COmpressor/DECompressor. It is a software or hardware that compresses and decompresses audio and video data streams.
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Audience Theory Introduction - Effects, Uses and Gratification, Reception
Audience Theory Introduction - Effects, Uses and Gratification, Reception
Similar to Encoding and Decoding
The Media Reception Theory:
This theory focuses on the idea that audiences are active in interpreting media rather than passive. Research in the 1980s and 1990s looked at how individuals receive and understand texts differently based on their personal characteristics like gender, age, class, and ethnicity. Stuart Hall's encoding/decoding model proposed that a text is encoded by its producer but decoded by audiences, who may interpret it differently. Hall identified three potential reception models: dominant/hegemonic readings that accept the preferred meaning, negotiated readings that modify the meaning somewhat, and oppositional readings that reject the preferred meaning using an alternative perspective.
Reception theory
Reception Theory proposes that audiences are active interpreters of media texts rather than passive consumers, interpreting texts based on their personal experiences and characteristics. It was developed by cultural theorist Stuart Hall, who argued that meaning comes from the relationship between text and reader, not from the text itself. He introduced the concepts of encoding, where producers aim to create a preferred meaning, and decoding, where audiences make their own interpretations.
Stuart Hall Theory
Stuart Hall was a cultural theorist who developed a model of audience positioning that described three ways audiences can interpret media texts: the dominant reading, where the audience receives the intended message; the negotiated reading, where the audience both accepts and modifies aspects of the message; and the oppositional reading, where the audience rejects the dominant message. Hall was interested in how media propagates social values and ideologies through its representations and how it targets audiences. He believed media defines issues of public concern based on how it portrays its message and to which audience it is directed.
Stuart Hall Theory
Stuart Hall was a cultural theorist who developed a model of audience positioning that described three ways audiences can interpret media texts: the dominant reading, where the audience receives the intended message; the negotiated reading, where the audience both accepts and modifies aspects of the message; and the oppositional reading, where the audience rejects the dominant message. Hall was interested in how media propagates social values and ideologies through its representations and how it targets audiences. He believed media defines issues of public concern based on how it portrays its message and to which audience it is directed.
Semiotics
This document provides an overview of semiotics and several key theorists in the field. [1] It defines semiotics as the study of signs and symbols and how they are used to communicate and develop interpretations. [2] It discusses Ferdinand de Saussure's distinction between the signifier (physical form of the sign) and signified (what it represents). [3] It also covers theorists Roland Barthes, Stuart Hall, and their contributions around how signs represent cultures/ideologies and how audiences interpret media messages.
Audiance reception theory
Stuart Hall developed encoding/decoding theory to explain how audiences receive media messages differently based on their own experiences and viewpoints. Encoding refers to how media producers develop messages, while decoding is how audiences interpret and make meaning from those messages. Hall argued that the intended meaning is not fixed, as audiences can decode messages in preferred, negotiated, or oppositional ways depending on their sociological factors. Examples like Disney princess films often elicit a preferred reading where the audience agrees with the producer's encoding, while the Teletubbies television show decoding led to some oppositional readings that disagreed with the initial encoding.
Semiotics
The document discusses key concepts in semiotics, the study of signs and symbols. It explains that Ferdinand de Saussure distinguished between the signifier (physical form of the sign) and the signified (meaning represented). Roland Barthes focused on how signs represent cultures through denotation (literal meaning) and connotation (suggested cultural meanings). Stuart Hall theorized that media messages are encoded but audiences decode them based on their own backgrounds, and that meanings are relative rather than fixed.
Semiotics
The document discusses key concepts in semiotics, the study of signs and symbols. It explains that Ferdinand de Saussure distinguished between the signifier (physical form of the sign) and the signified (meaning represented). Roland Barthes focused on how signs represent cultures through denotation (literal meaning) and connotation (suggested cultural meanings). Stuart Hall theorized that media messages are encoded but audiences decode them based on their own backgrounds, and that meanings are relative rather than fixed.
Q1 b media language theory
This document discusses several key media language theorists that could be referred to when analyzing representations in media, including Stuart Hall, Roland Barthes, Saussure, Todorov, and Strauss. It also discusses Mikhail Bakhtin's concept of dialogism, which viewed literary texts as an intersection of multiple voices and contexts, not as fixed meanings. The document instructs the reader to choose a medium (magazine or television), sketch out an example, label the aspects of media language used according to relevant theorists, and discuss how meaning is made specific to that medium.
Media and collective identity theories work sheet
1) Audience reception theory holds that audiences do not simply accept media messages at face value, but rather negotiate meanings based on their own experiences and sociocultural contexts.
2) Roland Barthes theorized that media perpetuates ruling ideologies through "myths" constructed from signifiers and their signified meanings. Audiences interpret combinations of signifiers and signifieds to derive signs and meanings.
3) Analyzing media involves examining how signifiers are used to construct meanings and myths aligned with ruling ideologies, rather than explicit messages. Different audiences may interpret texts differently based on their perspectives.
ps pp 1.pptx
Reception theory proposes that media producers encode messages into media texts that audiences then decode, though different audiences may decode them differently or not as intended. Audiences can take a dominant, oppositional, or negotiated reading of a text. A dominant reading accepts the producer's intended meaning, while an oppositional reading rejects this in favor of their own. A negotiated reading combines accepting parts of the intended meaning with bringing one's own interpretation.
Presentation (3).pptx
Reception theory proposes that media producers encode messages into media texts that audiences then decode, though different audiences may decode them differently or not as intended. Audiences can take a dominant, oppositional, or negotiated reading of a text. A dominant reading accepts the producer's intended meaning, while an oppositional reading rejects this. A negotiated reading combines acceptance and own interpretations.
Stuart hall
Stuart Hall developed reception theory to explain how audiences actively interpret media messages based on their own experiences and perspectives. He argued that producers encode meanings in media texts, while audiences decode them based on their social identities and views, which can result in preferred, negotiated, or oppositional readings. Hall also noted that media texts can have multiple meanings and be interpreted differently by various audiences.
Applying audience theory
The document discusses two media theories about audiences:
1) Early theorists believed media could heavily influence audiences by "injecting" certain views.
2) Stuart Hall theorized audiences interpret media texts based on their own cultural experiences and contexts, not just accepting messages. They may have dominant, negotiated, or oppositional readings.
It also discusses semiotics theory by Roland Barthes that media uses signifiers audiences interpret based on their own signified meanings to derive an overall sign/interpretation that can perpetuate dominant ideologies. The document instructs to find examples from one's own work illustrating these audience theories and semiotics concepts.
Hall
This document provides definitions for key terms used in Stuart Hall's essay "Encoding/Decoding" including articulation, ideology, sign, code, language, and polysemy. It explains that articulation refers to connections, ideology refers to beliefs that characterize a society, and signs, codes, and language are related terms from semiotics referring to things that represent other things according to conventions. Polysemy means a sign can have different meanings. The document asks questions about Hall's arguments against the standard communication model, how encoding and decoding are organized by codes, why the moments of encoding and decoding are important, and how production and reception are related.
Different Culture - Different sign perception
This document discusses how culture shapes our perception and interpretation of signs. It explains that one's culture provides the "lens" through which we view the world and the "logic" by which we make sense of it. Signs take on meaning based on the cultural codes and conventions of a society. Different cultures may assign different meanings to the same sign or symbol. Understanding the codes and deeper philosophies of other cultures can help overcome miscommunication that arises from cultural differences in interpretation.
Media language - G325 Question 1B
This document discusses key theories of media language used to communicate meaning to audiences. It introduces Ferdinand de Saussure's concept of the signifier and signified, how signs have both a literal object and associated concept. Roland Barthes expanded on this with denotation, the literal meaning, and connotation, meanings drawn from cultural/social knowledge. Stuart Hall's encoding/decoding looks at producers encoding intended meanings that audiences can decode as a preferred, negotiated, or oppositional reading. The document uses examples to illustrate these theories for analyzing how media texts communicate and how audiences interpret them.
SECTION A media language
This document discusses several theories related to media language and how meaning is constructed through signs and codes. It covers semiotics, focusing on the work of Ferdinand de Saussure on the distinction between the signifier and signified. It also discusses Roland Barthes' concepts of denotation versus connotation and how audiences interpret meanings. Finally, it outlines Stuart Hall's encoding/decoding model of how media producers encode preferred meanings and how audiences can decode messages in dominant, negotiated, or oppositional ways.
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