- Stuart Hall is a cultural theorist and he developed a theoretical model to explain the influence of television broadcasts such as advertisements and sitcoms.
- He called this theory the encoding/decoding model.
- Focuses on the ideological dimensions of the message production in a capitalist world.
Ideological dimensions: The ideas of an aspect of a situation.
Capitalist: When a person is taking advantage of something.
Audience code theory:
Hall looked at the role of audience positioning in the interpretation of mass media texts by difference social groups. He came up with three ways an audience may read a media text:
- A Dominant code – Reader fully accepts the preferred reading, the code seems natural and transparent.
- A Negotiated code – Reader partly believes the code ad broadly accepts the preferred reading, but sometimes modifies it in a way which reflects their own interests.
- An Oppositional code – Readers social position places them in an oppositional relation to the dominant code. They reject the reading.
Preferred reading: what the audiences’ are reading and what they prefer as an audience.
Example: (Glamour magazine)
Person 1 (Dominant code): Agrees with this magazine 100% and enjoys reading it.
Person 2 (Negotiated code): Enjoys reading the magazine, however she disagrees with some things within the magazine.
Person 3 (Oppositional code): Dislikes the magazine because she’s interested in different things.