GNDS 125 Chapter Notes - Chapter 5: Polysemy
29 Aug 2016
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Document Summary
Consuming popular culture - the role of gender. Media effects: how audiences respond to media, different theories over different times. Active audiences: meaning production, polysemy and resistance: active audiences theory developed after short comings of the prior theories, media audiences are actively involved in the process of meaning production. Polysemy - all texts contain multiple meanings and are open to interpretation. Is this is true do the producers truly have as ay in what the audience will take away? o. The concept envisages audiences as actively and critically thinking about texts, engaging in a interpretive resistance. Encoding / decoding: another model, gives power to the media to endow texts with meanings and power of the audience to interpret them o. Preferred reading = agree with author: oppositional reading = rejecting or reinterpretation of it, negotiated reader = accept some elements and reject others. The complexity of audience responses: gender and beyond.
