CCT110H5 Lecture 3: CCT110_L3
30 Jan 2016
School
Department
Course
Professor
Document Summary
Dominant reading: viewer shares the meaning of the message that is encoded in the text and accepts the preferred reading which generally tends to naturalize and reinforce dominant ideologies. Negotiated reading: viewer generally shares the code and preferred meaning of the text but also may modify the encoded meaning based on his/her social location, interests, history and experiences. Usually results in a contradictory reading of the text. Oppositional reading: social position of the reader (gender, race, class, ideology) places them in opposition to the dominant code and preferred reading of the text. Viewer understands the dominant code but bring an alternative frame of reference, which leads her to resist the encoded message. When you make media, you have power. When you critically consume media and understand rhetoric you gain access to power. When you use this in service of producing content you: putting texts into context become powerful, the rhetorical situation. Encoding/decoding: three ways to decode a message p. 3)
