Theories And Concepts

Question 1

What is Stuart Hall’s encoding/decoding theory?

Answer 1

Media messages are encoded by producers using signs, codes, and conventions.
• the Messages reflect the producer’s ideologies, culture, and intent.
•Audiences then decode these messages based on their own experiences, values, and context.
Therefore Meaning is not fixed — interpretation varies by audience.

Question 2

Three positions audience take when decoding messages

Answer 2

1. Dominant (Preferred) Reading
   ✅ Audience fully accepts the producer’s intended meaning and ideology.
   
   2. Negotiated Reading
      ⚖️ Audience partly agrees but modifies the message based on personal views.
   3. Oppositional Reading
      ❌ Audience rejects the intended message and challenges its values or ideology.

Question 3

Give an example of a dominant, negotiated and a oppositional reading of media text

Answer 3

Example – Luxury Car Advert:
• Dominant:
The car represents success and high status – message accepted.
• Negotiated:
The car is admired, but success isn’t only defined by material wealth.
• Oppositional:
The advert is seen as promoting shallow consumerism and environmental harm.

Question 4

Stuart Hall – Re-presenting Theory
What does Hall mean by “re-presentation”?

Answer 4

Media is re-presented by shaping and reconstructing it through selection, omission, and framing.
•media always shows a partial and biased version of reality.
•Representations are influenced by the ideologies of the producer and are not objective truths.

Question 5

How are ‘truths’ constructed through cultural and technical codes?

Answer 5

Media creates ‘truths’ using:
• Cultural codes: shared beliefs, stereotypes, ideologies.
• Technical codes: camera angles, lighting, sound, editing.
These “truths” reflect preferred meaning and not facts Example: Low angles for power (technical), or linking ethnicity with crime (cultural).

Question 6

What does Hall say about how the media is shaped from producer’s point of view?

Answer 6

Media is shaped by the producer’s ideology, values, and cultural background. Media shows a version of reality through the producer’s lens. And reflects dominant ideologies and constructed viewpoints.

Question 7

How can media both challenge and reinforce dominant representations?

Answer 7

Media can
• Reinforce dominant ideologies (e.g. stereotypes, traditional roles).
• Or challenge dominant representations with counter-hegemonic representations
Audiences are positioned in Preferred, negotiated, or oppositional readings

Question 8

What are positive VS negative stereotypes?

Answer 8

Stereotypes types simplify identity and reinforce dominant ideologies.
Positive stereotypes present social groups in idealised ways
Negative stereotypes marginalise and reinforce prejudice.

Question 9

How are identities constructed using shorthand and simplified traits?

Answer 9

Stereotypes use ‘shorthand’: easily recognisable traits like costume, accent, behaviour.
• This simplifies representation for fast audience recognition. This reduces complexity and individual identity.
Resulting in homogenised presentation of groups, reinforcing generalisations.

Question 10

What is homogeny in stereotyping?

Answer 10

Homogeny means to portray all members of a group as the same. Media repeats a limited set of traits, ignoring diversity within groups.
• Example: all working-class characters shown as aggressive or uneducated.
• Reinforces dominant group superiority and simplifies the “other.”

Question 11

How are hierarchies reinforced through categorisation in media?

Answer 11

Stereotypes create dominant vs subordinate groups through media representation.
• Dominant groups (e.g., white, male) shown as heroes/leaders.
• Marginalised groups (e.g., Black people) shown in negative or minor roles.
• This represents inequality and reinforces existing power structures.

Question 12

In what ways are stereotypes evolving in modern media?

Answer 12

media challenges stereotypes through:
• Inclusive casting (e.g., Sex Education, Pose)
• Empowered minority leads (e.g., Black Panther)
• Subverted gender roles (e.g., Mad Max: Fury Road)
This increases diversity in media texts leading to more authentic representations. Increasing audience awareness and reducing stereotypes

Question 13

How can media challenge oversimplified identities?

Answer 13

Media challenges stereotypes by offering:
• Narrative depth (complex backstories and motivations)
• Subverted tropes (breaking clichés)
• Authentic representation of groups (diverse creatives behind the scenes)
• Alternative ideologies (non-mainstream worldviews)