From effects to reception theory slides

From Effects to Reception From Effects to Reception TheoryTheory

• Learning Objectives:Learning Objectives:

• To understand newer ways of thinking about To understand newer ways of thinking about audiencesaudiences– To discuss Stuart Hall’s Encoding / Decoding To discuss Stuart Hall’s Encoding / Decoding

TheoryTheory– To understand the notion of Global VillageTo understand the notion of Global Village

– To discuss whether Media is becoming more To discuss whether Media is becoming more democratic and consider current debates.democratic and consider current debates.

JJüürgen Habermasrgen Habermas

• ““The advanced capitalist phase of modernity The advanced capitalist phase of modernity transformed the public sphere from a culture-transformed the public sphere from a culture-debating one to a culture-consumer one”debating one to a culture-consumer one”

• Advertising and PR have diluted the public Advertising and PR have diluted the public sphere and dragged it into the ‘levelling down’ sphere and dragged it into the ‘levelling down’ pit of mass-media.pit of mass-media.

• Modern day consumers are ‘hoodwinked’ into Modern day consumers are ‘hoodwinked’ into ‘constant consumption training’ that shapes ‘constant consumption training’ that shapes public opinions into a soft exchange of views. public opinions into a soft exchange of views. (1989) (1989)

Stuart Hall, 1982Stuart Hall, 1982

• The meanings of messages are able to be The meanings of messages are able to be distorted and interpreted differently by distorted and interpreted differently by audiences than intended by the producers.audiences than intended by the producers.

• Language / messages are encoded (=made Language / messages are encoded (=made to mean something) by those with ‘the to mean something) by those with ‘the means of meaning production’ and are then means of meaning production’ and are then decoded(=made to mean something) by decoded(=made to mean something) by audiences audiences

Reception of text:

Dominant code

Negociated code

Oppositional code

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”?

Resistance to dominant ideologiesResistance to dominant ideologies

• Sub-cultures operate through a system of Sub-cultures operate through a system of oppositional codes that offend the majority oppositional codes that offend the majority and threaten the status quo.and threaten the status quo.

• Aim to resist incorporation into the Aim to resist incorporation into the mainstreammainstream

• Role of new media – helpful or destructive for Role of new media – helpful or destructive for sub cultures?sub cultures?

• Also, more and more niche audiences.Also, more and more niche audiences.

McLuhan’s Global VillageMcLuhan’s Global Village

• Telephone, TV and now the internet are Telephone, TV and now the internet are shrinking the world and bringing people shrinking the world and bringing people closer together. closer together.

• Eg. The world’s online Marketplace, Ebay, Eg. The world’s online Marketplace, Ebay, MySpace, Facebook etc… as global MySpace, Facebook etc… as global villages where users spatially distant from villages where users spatially distant from each other can converge around common each other can converge around common tastes and interests.tastes and interests.

• But social and economic exclusion for But social and economic exclusion for many.many.

Democratisation of the media?Democratisation of the media?

Is the media more Is the media more democratised?democratised?

• Buckingham on Media/Web 2.0Buckingham on Media/Web 2.0

http://www.englishandmedia.co.uk/mm/subscribers/mmclips/buckingham_mediaweb.phphttp://www.englishandmedia.co.uk/mm/subscribers/mmclips/buckingham_mediaweb.php

• McDougall on Media 2.0 McDougall on Media 2.0

http://www.englishandmedia.co.uk/mm/subscribers/_mmclips/mcdougall_media2.phphttp://www.englishandmedia.co.uk/mm/subscribers/_mmclips/mcdougall_media2.php

• http://www.englishandmedia.co.uk/mm/subscribers/_mmclips/mcdougall_media3.phphttp://www.englishandmedia.co.uk/mm/subscribers/_mmclips/mcdougall_media3.php

About New Media Democracy About New Media Democracy and new era journalismand new era journalismPosted by busingePosted 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.

Opinion 1Opinion 1

• In many ways, it helps to look at new media as a In many ways, it helps to look at new media as a form of media democracy where there is better form of media democracy where there is better chance that what the media does is of the chance that what the media does is of the people, by the people and for the people. So people, by the people and for the people. So while it is unsettling for many media houses and while it is unsettling for many media houses and journalists, I have come to accept that the new journalists, I have come to accept that the new media tools and trends present the best chance media tools and trends present the best chance for the media and journalism to do their best in for the media and journalism to do their best in informing, educating and entertaining while informing, educating and entertaining while providing the best chance for audience providing the best chance for audience engagement and citizen participation.engagement and citizen participation.

Opinion 2Opinion 2• I've been rather busy of late, but I did manage to read some articles on 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 how social media have promoted democracy, and how people are more involved with politics, elections, campaigns ... and with one more involved with politics, elections, campaigns ... and with one another... due to web 2.0 tools. I also had a read about another... due to web 2.0 tools. I also had a read about democracydemocracy and and social mediasocial media..

I believe that the Internet has given an opportunity to all people to be 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 more involved, share their views and take action ...oh and donate money...money...

So, people are more engaged and their views are out there for So, people are more engaged and their views are out there for politicians to take them into consideration. But wait... just because I politicians to take them into consideration. But wait... just because I BlogBlog and use and use facebookfacebook and social groups or use and social groups or use twittertwitter to write what to write what I'm doing does not make me an active citizen in my community in real 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 life. Sure, it makes me an active member, but, in an online constituency, sharing my views with like minded people.constituency, sharing my views with like minded people.

Participatory democracy needs people to be involved, and YES you Participatory democracy needs people to be involved, and YES you can be involved through social media. You will also need to act in real can be involved through social media. You will also need to act in real life. life.

Opinion 3Opinion 3Data 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.

Research topicsResearch topics

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• UK UncutUK Uncut

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