Stewart Hall Flashcards
(8 cards)
What does Stewart Hall believe?
That mass media create issues of public concern and interest through audience positioning
What did he look at?
He looked at the power of mainstream media in representing = Race, Gender, Class, Ethnicity and Religion
According to his model what three ways might we read a media text?
Dominant reading, negotiated reading, oppositional reading
What is Dominant reading?
When the reader reads the text the way the author intends, the code seems natural and transparent
What is Negotiated reading?
The reader partly believes the code, but sometimes modifies it to reflect their own position, experiences and interests
What is oppositional reading?
The readers social position places them in an oppositional relation to the dominant code. They reject the reading
What is an example of a way the media has represented race?
The connection between muslims and terrorism. If a muslim plants a bomb it is seen as a terrorism act on a large scale and is highly reported. If someone who is white planted a bomb they are seen to be ‘working alone’ or are suffering from a mental illness.
Recent example of this: bomb attempted to be planted on london train by white man VS manchester bombing
What is an example of a hidden message in the media?
Kendal Jenner Pepsi advert representing an iconic black lives matter movement photo. - Criticism of this is that its selling the idea that a can of pepsi will solve racism.
