A concept used in relation to texts (typically in mass-communication genres) where the sender of a message consciously or unconsciously encodes it in ways which function to guide, limit, or control its interpretation by receivers.
What is dominant or preferred reading?
“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 …
What is Stuart Hall preferred reading?
Hall argued that
the dominant ideology
is typically inscribed as the ‘preferred reading' in a media text, but that this is not automatically adopted by readers. The social situations of readers may lead them to adopt different stances. ‘
What is dominant reading in media?
Dominant, or Preferred Reading –
how the producer wants the audience to view the media text
. Audience members will take this position if the messages are clear and if the audience member is the same age and culture; if it has an easy to follow narrative and if it deals with themes that are relevant to the audience.
What is a dominant reading example?
Dominant Reading: Dominant readings are the most common and widely accepted interpretations of a text. … Young children are typically taught to accept dominant readings at face value. For example they are asked,
“What is the author's main idea?
” as if there is only one possible response.
What is alternative reading?
Alternative readings are
any readings that differ from—but do not challenge—the commonly accepted interpretation
. Alternative readings are less common but are easily accepted because they do not undermine the dominant reading.
Why is negotiated reading important?
A negotiated reading would
acknowledge the emotional and US-centric manipulation of the audience
but recognise the film's rare ability to communicate human adversity and sacrifice and engage audiences afresh in key historical events.
Who proposed reception theory?
Hans Robert Jauss's
version of reception theory was introduced in the late 1960s, a period of social, political, and intellectual instability in West Germany. Jauss's reception theory focused on the reader rather than the author or text.
How is the audience positioned?
The positioning of the audience – this may be
through the camera shots and angles, the use of music and other audio codes, the language and mode of address
.
What is aberrant reading?
Aberrant decoding or aberrant reading is a concept used in fields such as
communication and media studies, semiotics, and journalism about how messages can be interpreted differently from what was intended by their sender
.
What does dominant mean in reading?
Dominant readings are
the most common and accepted meanings a text has
. Think of Pinocchio.
What are the three ways in which audience viewers can respond to and decode media messages?
Hall argues that though media is encoding with one meaning, each one of us interacts with our media in different ways. As a result, Hall's theory also states that there are three different positions one can take when decoding a television message:
dominant, negotiated and oppositional
(Hall Et al., 1980).
What is passive audience?
What is a passive audience? A passive audience
does not actively engage with a media text
. A passive audience is one that does not question the message that the media is sending and simply accepts the message in the way the media outlet intended.
What is a dominant code in media?
(hegemonic code)
The standard textual conventions framing texts within a particular genre and/
or the defining assumptions of a prevailing ideology framing a particular text (see dominant ideology). A concept associated with Stuart Hall's notion of the hegemonic reading of mass media texts.
What does invited reading mean?
Invited reading is
when a reader is able to read a text because he or she has the background to do so
. … From this point of view, meaning is generated not just by the author, but by the reader's interpretation.
What dominant values mean?
Dominant Values are
the views and beliefs that are widely shared among the majority of a society or group
which may begin to influence the rest of their peers. These beliefs and values are generally developed in the adolescent years, and carry on and evolve throughout adulthood.
