Stuart Hall
Stuart Hall stressed the role of social positioning in the interpretation of mass media texts by different social groups.
Has the media be designed in a way to encourage inclusion, encouraging individuals to use, consume and be included in social media?
In a model deriving from Frank Parkin’s meaning systems’, Hall suggest three hypothermal interpretative codes or positions for the reader of a text.
Dominant Reading: Reader fully accepts the preferred reading (reader will read the way the author intended) so the code seems natural. They do not question their media usage and consumption. E.g audience find it interesting and it follows stereotypical code and conventions of the genre and so audiences feel natural watching it.
The negotiated reading: Reader partly accepts the preferred reading, finding a reason to read the media however some aspects of the media are not accepted, and so the reader reflects their own position, experience and interests. E.g audience does not like watching the upsetting narrative, but accepts that it happens and may not want to be excluded from others watching it, or may find it slightly intriguing.
The oppositional reading: The readers social position places them in an oppositional relation to the dominant code. They reject the reading. E.g audience refuses to watch our trailer because they find it too upsetting. Or they may feel it is too conventional, women being princess etc, and do not agree with the media controlling films in this way.
Polysemy- The capacity for a sign with multiple meanings. It is to do with how individuals interpret and decode readings due to the way they were brought up and their social standing. For example, the number 13 in this culture is seen as a bad luck, whereas in Italy it is seen as good luck. It is the way you see and understand things based on your lifestyle.
Stuart Hall stressed the role of social positioning in the interpretation of mass media texts by different social groups.
Has the media be designed in a way to encourage inclusion, encouraging individuals to use, consume and be included in social media?
In a model deriving from Frank Parkin’s meaning systems’, Hall suggest three hypothermal interpretative codes or positions for the reader of a text.
Dominant Reading: Reader fully accepts the preferred reading (reader will read the way the author intended) so the code seems natural. They do not question their media usage and consumption. E.g audience find it interesting and it follows stereotypical code and conventions of the genre and so audiences feel natural watching it.
The negotiated reading: Reader partly accepts the preferred reading, finding a reason to read the media however some aspects of the media are not accepted, and so the reader reflects their own position, experience and interests. E.g audience does not like watching the upsetting narrative, but accepts that it happens and may not want to be excluded from others watching it, or may find it slightly intriguing.
The oppositional reading: The readers social position places them in an oppositional relation to the dominant code. They reject the reading. E.g audience refuses to watch our trailer because they find it too upsetting. Or they may feel it is too conventional, women being princess etc, and do not agree with the media controlling films in this way.
Polysemy- The capacity for a sign with multiple meanings. It is to do with how individuals interpret and decode readings due to the way they were brought up and their social standing. For example, the number 13 in this culture is seen as a bad luck, whereas in Italy it is seen as good luck. It is the way you see and understand things based on your lifestyle.