Audiences: Encoding, decoding, reception analysis model Flashcards
Who came up with the idea of encoding and decoding?
Hall, a neo Marxist.
What type of audiences does the encoding and decoding model believe there are?
Active ones. As a neo Marxist approach it suggests that people know that they are being exploited.
What is the encoding and decoding model?
Media texts are encoded with a particular meaning which they expect audiences to believe. This is the dominant hegemonic view point which takes the dominant ideology for granted and accepts it as the normal and sensible way of viewing social events. Then most of the audience decodes the media texts exactly as they were intended because the views of the dominant class appear to be reasonable. However , some may decode the texts differently due to their social characteristics such as age.
Who came up with the reception analysis model?
Morley
What is the reception analysis model?
He applied Halls view. Morely found that on the news programme nationwide audiences were much more active than passive. People made up their own minds and there was significant opposition to the views contained in the news programme. When people do accept the news view its because they had personal knowledge and evidence of the issue. He suggested that people decode the message in three ways. Media content is polysemic (attracts more than one type of reading or interpretation.)
What three ways do audiences decode the media in the reception analysis model?
- Preffered reading, audiences decode the media texts in the way they were encoded to do. 2. Negotiated reading, the media audience generally accept their preffered reading but may amend it to fit their own beliefs and experiences. Oppositional reading, a minority may reject the preffered reading all together.
What did Morley say about subgroups?
The average person belongs to several subgroups and this may complicate a person’s reading of Media content.
What are moral panics?
Where a wave of public convern about an exaggerated or imaginary threat to society stiffled up by exaggerated or sensationalised reporting in the media.
