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ENCODING

'Writer'

Not 'author'. Barthes & Foucault have show that the 'author' is an effect or function of the text.

the writer will use various 'encoding techniques' to try and get the the audience (the 'readers') to accept the encoding (which in the decoding will be called the 'preferred reading' or 'hegemonic reading'.

Techniques such as:

  • juxtaposition
  • anchorage
  • a discourse of realism
  • the ideology of the individual
  • rhetorics of various kinds (of 'us-them', of chauvinism, of the right-to-speak).
  • narrative conventions & especially codes (the cultural code of reference is especially useful).
  • intertextuality
  • etc...

mythology: the use of 'myth' in Barthes sense is an important encoding technique.

Folk Devils & Moral Panics are encoding techniques

Producing Institution

Distributing Institution

The 'ownership & control' of media institutions by capital places certain limits on encodings.

Chomsky & Herman have shown that capitalist media operates under a 'propaganda model' & that this is always a part of the encoding.

Interpellation: all media institutions are parts of the Ideological State Apparatus. They are always interpellating us and asking us to be a certain kind of 'subject' (person, self, 'individual').

Culture Industry. Adorno & Horkheimer's work on the 'mass culture' of the 'culture industry' show us another of the processes working on the encoding.

Male Gaze: Mulvey show that us the framing of women by the camera (an institutional issue) involves an inherently misogynist encoding.

Medium

"The medium is the message."

The medium that the text is received in/through also structures the encoding of the text. A text on radio will have a different encoding to a text in the cinema even if they are adaptations of the same novel.

READING

'reading' techniques?

ways of reading a text so as to arrive at a decoding

denotation/connotation

ideological analysis

'participation culture'

fandom

making-is-connecting

Constraints on 'reading'.

episteme

relation to hegemony

position in the 'field' & 'habitus'

everyday life & the the 'tactics of time' vs the 'strategies of space'.

DECODING

Preferred or Hegemonic Reading

Negotiated Reading

Rejected or Oppositional Reading

USING THE DECODING?

Uses & Gratifications

Directions for Living

Technologies of the self

Reading, Hegemony, & Theory

ENCODING/DECODING

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