U1 LO6- Encoding/decoding

 Encoding/decoding Stuart Hall, 1980 

Audiences have different readings based on their own upbringing, culture, political standpoints. There are three positions (readings)  an audience may take. Different people react differently to a media product based on their views and upbringing.

 

3 viewpoints:

Preferred reading- Accepts the viewpoint, dominant ideology An audience generally accepts the dominant viewpoint of the story (dominant ideology- ideas, values and beliefs) we know products are mediated- careful selection to encourage audience to think a certain thing

Negotiated reading- Don't agree with point of view, both viewpoints. Where the ideology of a producer's message is agreed with in general, although the message is negotiated or picked apart by the audience, and they may disagree 

Oppositional Reading- The message hasbeen understood, but they completely disagree.

Glamour magazine front cover:

Preferred Reading- The woman looks amazing, she is beautiful. She is selling the magazine.

Negotiated Reading- Yes she looks beautiful but this gives a bad body image and the cover line sexualises the woman.

Oppositional Reading- She is promoting bad body image and making people feel insecure.

Anchorage- Text on images

LOZ Majora's mask

Oppositional Reading- Completely disagree. 

Encoding - producer putting production techniques in

Decoding- audience making sense of the story