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Encoding and Decoding (Adapted from the Glaring Facts and based on the work of Stuart Hall)

They would argue that you must first look inward before connecting holistically with outer environments.

The meaning of a text is not a fixed concept but one invariably takes a particular position on that text

So even if they "encode" their practice in a particular way, that does not guarantee the audience will "decode" them as resistant to the dominant culture

They may in fact be decoded as self-indulgent, attention-seekers, delinquent youth etc.

So, the encoder is trying to transfer his / her version of a certain meaning based on his / her personal background and cultural perspective to the decoder

This protest has the potential to be anarchro-environmentalist and that in and of itself is worth the challenge

It results in a tension between encoder’s dominant intention and decoder’s reading strategies.

Meanwhile, the decoder (may) adapt this ‘original’ meaning into a ‘new’ version according to his / her background and particularities.

So How does this relate to Parkour?

Does Parkour's urban criticism produce an enduring impact on the societal community or is it merely a typical youth sub-culture who tend to resist all "adult" society and is more a fashion or a fad?

So What is the Dominant Reading of this text/Ad?

Trump texts and Quotes

there was blood coming out of her eyes, blood

coming out of her… wherever….Kelly was a bimbo"

What is the Negotiated Reading?

“Who would want to have her?"

What is the Oppositional Reading?

It may be useful to utilize this analysis in the viewing of

the documentaries (e.g. Codes of Gender) we are looking at in class.

"She does have a very nice figure. I've said if Ivanka weren't my daughter, perhaps I'd be dating her…..Yeah, Ivanka is really something and what a beauty that one….if I weren't happily married and, you know, her father, I will be dating her. My daughter, she's six feet tall; she's got the best body.

So with all texts (Media), meaning is decoded by the audience. Through this decoding process, the ‘new’ version of meaning may be consistent with the ‘original’ one, or be oppositional to it; however, in most circumstances, it is always a result of negotiation.

It may be useful to utilize this analysis in your debate on the ideological issues surrounding Saggy Jeans.

"Beauty and elegance, whether in a woman, a building, or a work of art, is not just superficial or something pretty to see"

"Women…. You have to treat them like shit"

Hall characterizes three main readings of a text and calls them, the "preferred" reading, the "oppositional" reading, and the "negotiatied" reading

Goffman noted that advertising images convey cultural ideals either explicitly or subtly by framing genders that reinforce gender stereotypes

Stuart Hall has noted that "signs relate to the 'maps of meaning' into which any culture is classified; and those 'maps of social reality' have the whole range of social meanings, practices, and usages, power and interest 'written in' to them" (Hall 1973:97).

Images would fall into this category of signs (as would Clothing, jewelry, fashion, food, texts, tweets, quotes etc. - any symbolic sign of our culture.)

The Preferred Reading:

Stuart Hall notes that the meaning of the text (e.g. images, adverts, fashion, clothes) is located between its producer and the reader (Hall, 1980).

This framing or "encoding" relates to the dominant ideology presented in these images.

The dominant reading "carries with it the stamp of legitimacy - it appears coterminous with what is 'natural', 'inevitable', 'taken for granted' about the social order. " (Hall, 1973:97)

The Negotiated Reading

In other instances the decoder will adopt a negotiated position, which accepts some aspects of the dominant meaning, but reject and alters others, to suit their understandings and goals

When the decoder’s position is near to the encoder’s, he / she will interpret within the frame of the dominant code—the “preferred reading” (Hall, 1980: 136)

" It is a mixture of adaptive and oppositional elements: it acknowledges the legitimacy of the hegemonic definitions while it operates with exceptions to the

rule". (Hall 1973:99)

Hall also suggests that because it is encoded with a dominant ideology it is not always decoded in the same way.

He goes on to say that The producer (encoder) framed (or encoded) meaning in a certain way, while the reader (decoder) decodes it differently according to his/her personal background, the various different social situations and frames of interpretation

"The domains of 'preferred meanings' have the whole social order embedded in them as a set of meanings, practices and beliefs: the everyday knowledge of social structures, of 'how things work for all practical

purposes in this culture', the rank order of power and interest and the structure of legitimations, limits and sanctions". (ibid)

The Oppositional Reading:

"It consists of the 'work' required to enforce, win plausibility for and command as legitimate a decoding of the event within the limit of dominant definitions in which it has been ... signified."(ibid)

In some instance the decoder’s position is opposite to the encoder’s, and so the decoder will create his/her own version of the message with a totally different intention.

In this case the decoder may read subversively and against the dominant meanings from an oppositional point of view (Hall, 1980: 137).

"He/she detotalizes the message in the preferred code in order to retotalize the message within some alternative framework of reference." (Hall, 1973: 99)

"When the viewer takes the meaning from, say, an (image) full and straight, and decodes the message in terms of the reference code in which it has been

encoded, we might say that the viewer is operating inside the dominant

code." (ibid)

"Advertisers ... have not yet embraced the concept that females prefer to be depicted as participants rather than spectators and supporters". (P. 46)

Cuneen et al. recognize that when women are represented more in ads related to sport, the ads remain very stereotypical in gender portrayals

SEX SELLS!

Team activity was seen as the male domain whereas girls were portrayed more in individual sports.

They looked at the content analysis of Sports Illustrated for Kids (SIK) and found that males were the prominent model in all advertising featuring activity (team, passive posing/nonactivity, recreational, combined sport and individual

"However, any photographic image ... is selected to convey a definite message". (P. 48)

Jhally: Do the gender codes in advertising need to be changed?

Males were depicted in both prominent and supporting roles much more than females, and when females were depicted they were always in supporting roles (p.45)

Jhally notes that "Only when you make something strange" do you have a chance of changing it

Males featured more in advertising products as well

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