PDF Publication Title:
Text from PDF Page: 047
Turner (2003) discusses encoding/decoding, promoting the idea that audiences are not passive dupes and that their reception of messages is influenced by factors including race, religion and socio-economic status. “So there is bound to be a lack of fit between aspects of the production and reception processes – between the producer’s and the audience’s interpretation of the message – that will produce misunderstandings or ‘distortions.’” He claims that both the construction and reception of a message are “...an active, interpretive and social event...” (p. 73). Further, when a message is decoded the receiver may take one (or a combination) of three readings. They may take the preferred reading, which Hall (1980) also refers to as the “dominant” meaning. “The domains of ‘preferred meanings’ have the whole social order embedded in them as a set of meanings, practices and beliefs...” (p. 134). In this sense, the reader does not oppose any of what is being communicated; they would not dispute the claims made in an advertisement or the promises made in a political campaign. Secondly, a recipient might embrace a “negotiated” meaning of a given message. They may believe or agree with some of what is being transmitted, but not in full. Hall explained the negotiated meaning as follows: Decoding within the negotiated version contains a mixture of adaptive and oppositional elements: it acknowledges the legitimacy of the hegemonic definitions to make grand significations (abstract), while at a more restricted, situational (situated) level, it makes its own ground rules – it operates with exceptions to the rule (p. 137). Lastly, a reader might choose to take an oppositional reading. In this case, they would be completely opposed to a given message. “...it is possible for a viewer perfectly to understand both the literal and the connotative inflection given by a discourse but to decode the message in a 41PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
PDF Search Title:
EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACHOriginal File Name Searched:
thesis-youtube-haul-videos.pdfDIY PDF Search: Google It | Yahoo | Bing
Cruise Ship Reviews | Luxury Resort | Jet | Yacht | and Travel Tech More Info
Cruising Review Topics and Articles More Info
Software based on Filemaker for the travel industry More Info
The Burgenstock Resort: Reviews on CruisingReview website... More Info
Resort Reviews: World Class resorts... More Info
The Riffelalp Resort: Reviews on CruisingReview website... More Info
| CONTACT TEL: 608-238-6001 Email: greg@cruisingreview.com | RSS | AMP |