Birmingham School

Question 1

Stuart Hall

Answer 1

Radically oriented influence by Marxism
Aimed at questioning social structure and power
Focusses on cultural studies and the ways in which culture shaped the every day practises of ordinary people

Question 2

Encoding

Answer 2

Message is produced, meanings are made
Messages often contain dominant or preferred meanings with institutional, political, ideal logical orders imprinted in them

Question 3

Decoding

Answer 3

Message could be decoded by audience in multiple ways

Limited by industries

Question 4

3 types of decoding

Answer 4

Dominant
Negotiated
Oppositional

Question 5

Dominant hegemonic code

Answer 5

Confirms social order

Question 6

Negotiated code

Answer 6

Mixture of adaptive and oppositional

Recognizes faults but would still consume product

Question 7

Oppositional code

Answer 7

Adopts alternative frame of reference

Question 8

Media communication is

Answer 8

A process shaped around a complex relationship between media producers and consumers

Question 9

Cultural studies

Answer 9

Investing concepts such as power, ideology, and hegemony
Interested in experiences of ordinary people
Understands media audience as active and having power and ability to engage in resistance