Decoding & Encoding / Semiotics Flashcards
1
Q
what is construction
A
the process of making conscious or subconscious decisions when selecting and receiving the content of a media product
2
Q
what is anchorage
A
directing the audience towards a desired outcome by attaching a meaning to something that could have many interpretations
3
Q
What is Encoding
A
constructing a meaning when producing a message
4
Q
What is decoding
A
- The process of constructing a meaning to understand a message
5
Q
What is Halls theory of preferred (dominant / hegemonic) reading
A
- The reader uncritically accepts and shares the meaning encoded by the producer
- they act in the expected way
6
Q
What is Halls theory of negotiated reading
A
- The decoder partly accepts the preferred meaning but also partly resist or modifies it to fit there own viewpoint
7
Q
What is Halls theory of oppositional reading
A
- The decoder may understand the preferred meaning but rejects it because of there social position putting them in conflict with the preferred meaning
8
Q
What are some intertextuality key points
A
- All media products are influenced by others
- Some refer directly to each other, such as film remakes, and parodies of well-known scenes or images
- How we interpret intertextuality depends on our awareness of what is being referenced. We create meaning by recognising it
- Obvious intertextuality reminds us we are viewing a mediated reality
- The meaning of the original text is itself changed by being reused or referenced in another text
9
Q
What is a denotation
A
- The literal meaning of a sign
10
Q
What is a connotation
A
- The agreed meaning attached to a sign, which can be emotional, cultural or symbolic
11
Q
What is a symbol
A
- A type of sign that stands for something specific, its meaning has to be learned and connected to culture (e.g. a diamond ring, letters of the alphabet or a national flag
