What is encoding and decoding in semiotics?
Encoding, in semiotics, is the process of creating a message for transmission by an addresser to an addressee. The complementary process – interpreting a message received from an addresser – is called decoding.
What is Oppositional decoding?
This section provides opportunities for “oppositional decoding,” or the ability of a reader to understand the intended meaning of discourse, but to decode the message in a contrary way.
What is oppositional code?
An Oppositional code – Readers social position places them in an oppositional relation to the dominant code.
What is a hegemonic reading?
Dominant Hegemonic reading – the reading or ‘position’ that the producers want the audience to have. The word hegemonic relates to the views and beliefs of those in power which are then spread, in this case through media, to the audience. Here, the audience accepts the message the producers intended to convey.
Which comes first encoding or decoding?
In order to read, you need to decode (sound out) words. In order to spell, you need to encode words. In other words, pull the sounds apart within a word and match letters to the sounds.
What is the semiotics theory?
Semiotics is an investigation into how meaning is created and how meaning is communicated. Its origins lie in the academic study of how signs and symbols (visual and linguistic) create meaning.
What is an example of oppositional reading?
Oppositional Reading – when the audience rejects the preferred reading, and creates their own meaning for the text. This can happen if the media contains controversial themes that the audience member disagrees with.
What are Stuart Hall’s three viewer positions?
The three positions of decoding proposed by Hall are based on the audience’s conscious awareness of the intended meanings encoded into the text. In other words, these positions – agreement, negotiation, opposition – are in relation to the intended meaning.
What is oppositional position?
Oppositional position This means that a person recognizes that their meaning is not the dominant meaning, or what was intended, but alters the message in their mind to fit an “alternative framework of reference” It is more like that receiver decode a different message.
What does Hall mean by dominant and oppositional readings?
“Dominant” readings are produced by those whose social situation favours the preferred reading; ‘negotiated’ readings are produced by those who inflect the preferred reading to take account of their social position; and “oppositional” readings are produced by those whose social position puts them into direct conflict …