Hall - Representation Theory Flashcards
What is Hall’s Representation Theory?
How the audience plays a key role in interpreting media messages - products are encoded with meanings and then decoded by the audience and are then enabled to create their own views on the product ~ ethnicity.
What do the audience do instead of passively accept media messages?
Interpret them based on the different factors.
For example, culture, their background and upbringing, personal beliefs and values.
What does Oppositional reading mean?
Where audience members reject the encoded message and interpret the text differently.
What does the idea that stereotyping as a form of representation do?
Reduces people to a few simple characteristics or traits.
Why does stereotyping tend to occur?
Where there are inequalities of power, as subordinate groups tend to be constructed as ‘different’ or ‘other’
