Plagiarism

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Plagiarism
Department policy http//www.waikato.ac.nz/film/ha
ndbook/plagiarism.html Library online
tutorial http//www.waikato.ac.nz/library/learning
/wise/plagiarism/
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SMST102

• AUDIENCES
• Techniques

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PRODUCTION
Technologies
Techniques
Economies
AUDIENCE
DISTRIBUTION
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Media audiences

• socially constituted
• institutionally produced
• engage in work (by paying attention)
• individual and collective
• produce meaning

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Each medium depends upon specific
technologiesTechniques concern the ways in
which these technologies are used
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PRODUCTION the work of constructing a text
Utilizing ideas and meanings (discourses) that
are assumed to be known by an audience
Organising a media text into ways that
communicate to that audience
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Meaning isdeveloped through such things as
framing, rhythm, amplitude, colour, graphic
lines, editing, movement, text, dialogue
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No technique can guarantee a specific meaning for
a text
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Encoding / decoding modelStuart Hall(1932 - )
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The generation of meaning

• A text produces meaning by referring to things
  outside the text itself
• ? using pre-existing codes of representation

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The generation of meaning(2)

• Audiences interpret meaning by reading the codes
  in a text
• drawing upon the discourses they associate with
  those codes
• Interpretation is shaped by the context in which
  reading occurs

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Preferred or dominant interpretation

• Readers / viewers / listeners accept what is
  being presented without questioning the meaning
  intended by the media producers

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Negotiated interpretation

• Readers / viewers / listeners accept only some of
  what is being presented to them

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Alternative / oppositional interpretation

• Readers / viewers / listeners interpret a text
  completely against the dominant interpretation

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ONE
MANY
Linear model of communication
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Non-linear model Rhizome (derived from biology)
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Mark Lombardi (2003)
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http//www.wikipedia.org/
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Emergence theory

• Provide basic conditions and set of tools
  (especially a feedback mechanism)
• bottom-up growth of a collective of mediated
  relationships
• virtual community based on collective
  intelligence

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http//www.trademe.co.nz/
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SimCity http//simcity.ea.com/
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SimCity