CMNS 110 Lecture Notes - Lecture 7: Selective Perception, Polysemy, Telecommunication Circuit

• School: Simon Fraser University
• Department: Communication
• Course: CMNS 110
• Professor: Gary Mc Carron

Document Summary

If no meaning" is taken, there can be no consumption": the event must become a story" before it can become a communicative event. And the moments of encoding" and decoding" are determinate moments: television message: created in the production, which is itself a discourse, consisting of existing professional practices and relations. Misuderstandings arise from the lack of equivalence between the two sides in the communicative exchange: behaviourist approach is misleading. Violence on tv is not violence but messages about violence", but we"re still unable to comprehend this epistemological distinction: tv sign = visual + aural discourses. "sweater" may signify cold weather", casual wear" or long autumn walk in the woods", depending on the context. Every society/culture is classified into the maps of meaning" - Three hypothetical positions from which decoding of a televisual discourse may be constructed: dominant hegemonic position. Straightforward decoding of the news program by viewers means they are operating inside the dominant code.