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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:
mythology: the use of 'myth' in Barthes sense is an important encoding technique.
Folk Devils & Moral Panics are encoding techniques
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.
"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.
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'.