Lecture 3 Flashcards
What is Stuart Hall’s main critique point of the transmissions model?
Hall critiqued that the transmission model views communication as simply sending and receiving messages, whereas his model suggests messages are transformed through encoding and decoding processes.
What is the key idea of Stuart Hall’s Encoding/decoding model?
Communication is based on textual interpretation where both senders and audiences assign meaning based on their own perspectives, making it a socio-cultural process rather than just technical.
What are the three positions an audience can take when decoding a message? (Hall)
- Dominant-hegemonic
- Negotiated
- Oppositional
What role does dominant ideologies play in encoding/decoding messages?
They shape both the encoding and decoding processes, often presenting themselves as ‘natural’ or ‘common sense’, but audiences can interpret them differently.
What are some communicative forms on TikTok?
Comedic, documentary, communal, explanatory, interactive and meta
According to Schellewald, how is meaning created in digital media?
Meaning is created not just by content or audience interpretation, but also through affordances of the platform, such as algorithms and communicative forms specific to each platform.
What are ‘produsers’ in relation to audience?
‘Produsers’ are both users and producers of content, unlike traditional audiences who passively consume media.
What is the role of ‘communicative forms’ on platforms?
Communicative forms are platform-specific trends, aesthetics, and memes that frame how users encode and decode content, creating a cultural context necessary for understanding messages on these platforms.
What ‘2024’ elements can be added to Stuart Hall’s original model
Key missing elements include algorithms, ‘produsers’, reproduction of messages, AI biases, and platform-specific communicative forms, all of which affect how messages are produced, exchanged, and interpreted online.
How do cultural studies approach communication, according to Stuart Hall?
Cultural studies view communication as a process influenced by power relations and social structures, emphasizing how media is used in meaning-making and how it shapes social realities.
What is the significance of ‘platform mediation’ in digital media?
Platform mediation, such as TikTok’s ‘For You’ page, mediates the spread and remixing of content, shaping how messages are distributed and understood by different audiences.
What are the limitations of the ‘encoding/decoding’ model?
While the model highlights the active role of audiences in meaning-making, it does not fully account for the influence of modern elements like algorithms, user-generated content, or AI-driven communication in digital platforms.
What is a Dominant/Hegemonic position?
When the audience interprets the message exactly as intended by the producer, fully accepting the dominant ideology encoded in the message.
What is a Negotiated position?
When the audience understands the intended message but adapts or modifies it based on their own personal beliefs or circumstances, combining acceptance with slight resistance.
What is an Oppositional position?
When the audience completely rejects the intended meaning of the message and interprets it in a way that opposes the dominant ideology.
