Stuart Hall's essay focuses on the communication process in television and proposes a new theory that the audience plays an active role in interpreting messages, rather than passively receiving them. It outlines four stages of communication: production, circulation, consumption/understanding, and reproduction. Hall challenges the traditional view that messages have fixed meanings, arguing that encoding does not guarantee decoding and audiences decode messages differently based on their backgrounds and experiences. The essay also discusses how semiotics influences Hall's work and identifies three positions audiences can take in decoding messages: dominant, negotiated, or oppositional.
Presented to ma'am Noshina Saleem (the acting Director of ICS, PU, Lahore).
This presentation will give an picture of ideology and its link to media and then how can it get power when ideology and media mix together. This is purely for academic purposes.
Presented to ma'am Noshina Saleem (the acting Director of ICS, PU, Lahore).
This presentation will give an picture of ideology and its link to media and then how can it get power when ideology and media mix together. This is purely for academic purposes.
Key Concepts in Media Studies Lecture 3 SemioticsMarcus Leaning
An introductory lecture on semiotics covering concepts such as the sign, signifier, signified, referent, paradigmatic and syntagmatic analysis, indexical, iconic and symbolic signs.
Given as part of the Key Concepts in Media Studies 1st year module of the BA (hons) Media Studies at the University of Winchester in the UK.
what is folk media, genesis, characteristics and significance of folk media in development context, contribution of folk media in development of the society, limitations of mass media, advantages of folk media, comparison of folk media with electronic media.
Key Concepts in Media Studies Lecture 3 SemioticsMarcus Leaning
An introductory lecture on semiotics covering concepts such as the sign, signifier, signified, referent, paradigmatic and syntagmatic analysis, indexical, iconic and symbolic signs.
Given as part of the Key Concepts in Media Studies 1st year module of the BA (hons) Media Studies at the University of Winchester in the UK.
what is folk media, genesis, characteristics and significance of folk media in development context, contribution of folk media in development of the society, limitations of mass media, advantages of folk media, comparison of folk media with electronic media.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
3. INTRODUCTION
Stuart Hall
Essay titled “Encoding & Decoding in the Television Discourse”
concentrates on communication process in televisual discourse and
is an insightful analysis of how media messages are produced,
circulated, consumed and interpreted.
Hall brought attention to the active role played by the audience and
propounded a new theory of communication.
Mark the turn towards structuralism in Hall’s and CCC’s research.
4. Traditional view: media messages are static, transparent and remain the same
during communication.
Hall challenges all three components of mass communications model, arguing that
1. Meaning can not simply be fixed or determined by the sender;
2. The message is never transparent; and
3. The audience is not a passive recipient of meaning.
Message is rarely interpreted as it was intended, distortion happens
systematically. Reformulates the linear model of communication found within mass
communication research.
His model claims that TV and other media audiences are presented with messages
that are decoded or interpreted in different ways depending on an individual's
cultural background, economic standing, and personal experiences.
5.
6. FOUR AUTONOMOUS STAGES
1. Production- this is where the encoding of a message takes place.
2. Circulation- this is the stage when messages are transmitted or circulated.
3. Use (consumption/understanding)- this is the decoding or interpreting of a
message.
4. Reproduction-What is the reaction after consuming the message is the stage of
reproduction.
Sender Messages Channel Receiver
Encoding Decoding
Feedback
7. USE OF SEMIOTICS IN HALL’S WORK
Hall claims that the active audience does not simply digest messages encoded by the
producers. Encoding process puts parameters on audience for decoding.
Encoding process, however, can not guarantee how the message will be decoded.
According to Ferdinand De Saussure, language is nothing but a system of signs,
which has to be studied as a complete system.
Signifier- in semiology, the symbol that represent some other meaning is called a
signifier.
Signified- in semiology, the thing referred to by a signal is called as signified.
8. Denotation
• Literal meaning
• Obvious
• Describes
• Realm of existence
Connotation
• Figurative
• Inferred
• Suggested meaning
• Realm of myth
Signifier can be Connotative or Denotative. For a denotative signifier, multiple
deconstructions are not possible and the Connotative signifier can have several associative
meanings.
9. Ex: red is just colour in its
denotative meaning.
Ex: in connotative meaning
red is not just a colour, here
above pictures indicating red
is ‘stop’ and ‘danger’
10. THREE POSITION IN DECODING MESSAGES
1. Dominant/Hegemonic Position-This position is one where the consumer takes the
actual meaning directly.
2. Negotiated Position- This position is a mixture of accepting and rejecting
elements; as Hall states, “decoding within the negotiated version contains a
mixture of adaptive and oppositional elements…”.
3. Oppositional Position- The viewers here completely negate the encoded message.
11. CONCLUSION
In encoding a message, the sender sends up a set of parameters to help the receiver
to decode the message.
Stuart Hall says that even a denotative communication is not free of ideological
interventions. For a researcher, separating a signifier as connotative and denotative
is merely an ideological tool.
Advertisements are example of connotative communication where power and
ideology play an dominant role.
Misunderstanding is occur when the map of preferred meaning is not taken into
account by the communicator or communicatee.
Polysemy- multiple meaning may create new meaning out of the text.