From effects to reception theory slides
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This document discusses theories around media audiences and reception from various scholars. [1] It outlines Stuart Hall's encoding/decoding theory which proposes that the meanings of media messages can be interpreted differently by audiences than intended. [2] It also discusses the concept of dominant, negotiated, and oppositional codes of reading media texts. [3] Finally, it considers debates around whether new media has made the media landscape more democratic by allowing greater audience participation and engagement.
From effects to reception theory slides
- 1. From Effects to Reception Theory • Learning Objectives: • To understand newer ways of thinking about audiences – To discuss Stuart Hall’s Encoding / Decoding Theory – To understand the notion of Global Village – To discuss whether Media is becoming more democratic and consider current debates.
- 3. Jürgen Habermas • “The advanced capitalist phase of modernity transformed the public sphere from a culture- debating one to a culture-consumer one” • Advertising and PR have diluted the public sphere and dragged it into the ‘levelling down’ pit of mass-media. • Modern day consumers are ‘hoodwinked’ into ‘constant consumption training’ that shapes public opinions into a soft exchange of views. (1989)
- 6. Stuart Hall, 1982 • The meanings of messages are able to be distorted and interpreted differently by audiences than intended by the producers. • Language / messages are encoded (=made to mean something) by those with ‘the means of meaning production’ and are then decoded(=made to mean something) by audiences
- 7. Reception of text: Dominant code Negociated code Oppositional code
- 8. Reception of text: Dominant code - preferred reading Negotiated code – negotiated reading Oppositional code – oppositional reading However - hegemony works to allow dissenting voices but to suppress the force of opposition by actively seeking out support from all parts of society The professional code (producers) operates WITHIN the hegemony of the dominant code. “Make-belief democracy”?
- 10. Resistance to dominant ideologies • Sub-cultures operate through a system of oppositional codes that offend the majority and threaten the status quo. • Aim to resist incorporation into the mainstream • Role of new media – helpful or destructive for sub cultures? • Also, more and more niche audiences.
- 11. McLuhan’s Global Village • Telephone, TV and now the internet are shrinking the world and bringing people closer together. • Eg. The world’s online Marketplace, Ebay, MySpace, Facebook etc… as global villages where users spatially distant from each other can converge around common tastes and interests. • But social and economic exclusion for many.
- 13. Democratisation of the media?
- 15. Is the media more democratised? • Buckingham on Media/Web 2.0 http://www.englishandmedia.co.uk/mm/subscribers/mmclips/b • McDougall on Media 2.0 http://www.englishandmedia.co.uk/mm/subscribers/_mmclips/ • http://www.englishandmedia.co.uk/mm/subscribers/_mmclips/
- 16. About New Media Democracy and new era journalism Posted by businge Imagine a world where all journalism was of the people, by the people, for the people. Where all people have a chance to participate, where anyone has a chance for their voice to be heard, where all participations in the media are geared towards the people, and where people (general public interest) are the center of all media interactions. That, while not perfect, would be the best journalism. New information and communication tools are already almost developing this ideal. There are new media tools enabling all to communicate, engage, offer feedback, have their say etc. But the noise in the crowd is too much to facilitate any substantial conversation and understanding necessary for informed decisions-the essence of democracy and free participation. So we still need the people who specialize in gathering information on particular issues and disseminating distilled information in the public interest.
- 17. Opinion 1 • In many ways, it helps to look at new media as a form of media democracy where there is better chance that what the media does is of the people, by the people and for the people. So while it is unsettling for many media houses and journalists, I have come to accept that the new media tools and trends present the best chance for the media and journalism to do their best in informing, educating and entertaining while providing the best chance for audience engagement and citizen participation.
- 18. Opinion 2 • I've been rather busy of late, but I did manage to read some articles on how social media have promoted democracy, and how people are more involved with politics, elections, campaigns ... and with one another... due to web 2.0 tools. I also had a read about democracy and social media. I believe that the Internet has given an opportunity to all people to be more involved, share their views and take action ...oh and donate money... So, people are more engaged and their views are out there for politicians to take them into consideration. But wait... just because I Blog and use facebook and social groups or use twitter to write what I'm doing does not make me an active citizen in my community in real life. Sure, it makes me an active member, but, in an online constituency, sharing my views with like minded people. Participatory democracy needs people to be involved, and YES you can be involved through social media. You will also need to act in real life.
- 19. Opinion 3 Data traffic indicates that, online, we are increasingly talking to people just like ourselves, relying on our friends' directions to navigate the web. It's ironic that, rather than opening us up to an ever-greater number of opinions and attitudes, social networking sites such as Facebook and Twitter may actually be narrowing our worldview, confirming what we already believe and reinforcing attitudes we hold already. So what happens when we only communicate with people like ourselves, and the messages we share only reinforce our mutual hatred? It's a technique radical religious and racist organisations have always used to make sure their members conform, but now they're employing technological tools to create global communities of like- minded ideologues.
- 20. Research topics • Eastenders cot death plot line • Untangling the Net webpages – hate and bullying • Weakileaks • Tunisia • UK Uncut • Trolls • Mumsnet