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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 on theme: "Active Audiences and the Construction of Meaning Meanings: The role of semiotics Polysemy/Agency Interpretive Constraints/Structure Decoding media The."— Presentation transcript:

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

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

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