Active Audiences and the Construction of Meaning Meanings: The role of semiotics Polysemy/Agency Interpretive Constraints/Structure Decoding media The.

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Presentation transcript:

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

ENCODING / DECODING DOMINANT NEGOTIATED OPPOSITIONAL relations of production encoding (structures of meaning) decoding (structures of meaning) relations of reception program From Stuart Hall

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