Active Audiences and the Construction of Meaning

1
Active Audiences and the Construction of Meaning
Meanings The role of semiotics Polysemy/Agency
Interpretive Constraints/Structure
Decoding media The Nationwide study
(Morley) Women watching television
(Press) Race Cross-cultural
readings Reading the romance (Radway)
Encoding/Decoding Hall on resistance
2
ENCODING / DECODING
From Stuart Hall
program
encoding (structures of meaning)
decoding (structures of meaning)
relations of production
relations of reception
DOMINANT NEGOTIATED OPPOSITIONAL
3
Active Audiences and the Construction of Meaning
Meanings The role of semiotics Polysemy/Agency
Interpretive Constraints/Structure
Decoding media The Nationwide study
(Morley) Women watching television
(Press) Race Cross-cultural
readings Reading the romance (Radway)
Encoding/Decoding Hall on resistance
The Pleasures of Media Pleasure and
fantasy Pleasure and resistance