Hall - Representation Theory Flashcards

1
Q

What is Hall’s Representation Theory?

A

How the audience plays a key role in interpreting media messages - products are encoded with meanings and then decoded by the audience and are then enabled to create their own views on the product ~ ethnicity.

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2
Q

What do the audience do instead of passively accept media messages?

A

Interpret them based on the different factors.

For example, culture, their background and upbringing, personal beliefs and values.

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3
Q

What does Oppositional reading mean?

A

Where audience members reject the encoded message and interpret the text differently.

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4
Q

What does the idea that stereotyping as a form of representation do?

A

Reduces people to a few simple characteristics or traits.

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5
Q

Why does stereotyping tend to occur?

A

Where there are inequalities of power, as subordinate groups tend to be constructed as ‘different’ or ‘other’

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