chapter 11 the Centre for Contemporary Cultural Studies

Hall allies himself with those who see audiences

as active, critical readers, rather than 'couch potatoes' simplistically absorbing the content of media.

what did the Centre for Contemporary Cultural Studies focus on

center focused on the roles that the media play in societies. The Centre also conducted research studies on the analysisng of the media.

, oppositional decoding

he oppositional response: this response completely disagrees with the producer's messages. Receivers would reject the producers ideology, depending on their social position.the process of obtaining, absorbing, understanding, and sometimes using the information that was given throughout verbal or non-verbal messages

a model

is an attempt to suggest how things might work, which can then be tested, if necessary, by empirical research.

the communication process according to hall

is complex structure which consists of production, circulation, consumption (use), and reproduction of media messages

connotation is

more associative meanings (personal interpretation) for the sign which is possible to generate.

stuart Hall examined

the ways in which communication relates to power (media producers and audiences are powerful).

if no meaning" is generated from media texts and messages,

there can be no "consumption" and no "reproduction"

'polysemy

this means that audiences are capable of reading texts in a variety of ways: what's called

dominant decoding

this type of response, the audience or receiver fully accepts and reproduces the codes of the producer or sender that are embedded in the communicative messages.

according to hall when must media use those discourse

when producing communication and media texts. These common discourses help people understand the meanings of media

Hall places media communication as a

'process'

hall's Model of Communication

Encoding/Decoding Model" (1973), Hall argues that any communication process should consist of two main processes: 1.The process of creating texts by media producers (encoders).2.The process whereby audiences read and make sense of these media texts. those two processes can be limited and affected by a set of social norms and communication conventions (e.g. codes of professionalism, codes of ethics) which will minimize their power.

three Types of Decoding

dominant, negotiated, oppositional.

who created the school

established in 1964 by cultural theorist Stuart Hall and sociologist Richard Hoggart.

Hall argues that there are two processes which result in media communication:

first, there is the process which involves media producers creating texts; secondly, there is the process whereby audiences read and make sense of those texts

social practices'

that is, he insists that when we read a media message, we don't just make sense of it, it also helps inform the ways in which we, and the society we live in, act.

'iconic' signs

that is, signs which have a visual similarity to the thing they represent, with the most obvious example being a photograph of an object.

denotation is

the literal meaning of a visual or linguistic sign

negotiated decoding

the negotiated response: this type of response partly believes the codes and broadly accepts the messages, but the receiver sometimes modifies the messages that best reflect their own experiences, interests, and positions

discourse

the particular ways in which societies talk about things (e