CCT110H5 Lecture Notes - Lecture 3: Social Class, Rhetorical Situation
20 Jan 2017
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Stuart hall: active audience theory, examines the relationship between a text and its audience, encoding. The process by which a text is constructed by its producers: decoding. The process by which the audience reads, understands and interprets a text. Stuart hall"s reception theory: three ways to decode a message. Viewer or reader shares meanings that are encoded in a text. Accepts the preferred reading which generally naturalizes and reinforces dominant ideologies. A mother wanting to work while she has children is preferred over a stay-at-home mom. Viewer generally shares the codes and preferred meaning of the text. May resist and modify the encoded meaning based on her social location, interests, history, and experiences. Results in a contradictory reading of the text. Being able to examine and understand lyrics in a song while others just enjoy the rhythm and beat. Easter eggs (hints) in a movie, the director may have subconsciously added them.
