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Encoding

The document discusses the concepts of encoding and decoding in communication, highlighting the interplay between denotative and connotative meanings, which are influenced by cultural codes. It emphasizes that dominant readings of social life are not fixed and require effort to establish legitimacy. Additionally, it addresses the challenges in ensuring that public interpretations align with the intended meanings of media producers.

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lj506
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7 views1 page

Encoding

The document discusses the concepts of encoding and decoding in communication, highlighting the interplay between denotative and connotative meanings, which are influenced by cultural codes. It emphasizes that dominant readings of social life are not fixed and require effort to establish legitimacy. Additionally, it addresses the challenges in ensuring that public interpretations align with the intended meanings of media producers.

Uploaded by

lj506
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Encoding/Decoding

 Encoding and decoding denotative and connotative meanings: D&C are always co-
present
 Connotative meaning appears less fixed and thus are ideologically mediated
 There are multiple codes: a polysemy, but these are not equal
 Any society/culture has its own set of codes that are privileged to constitute a
dominant cultural order
 This is not univocal or uncontested

Dominant Readings

 Social life, and communicative meaning is organised into dominant or preferred


meaning
 Dominant is not determined
 ‘It consists of the “work” required to enforce, win plausibility for and command as
legitimate a decoding of the event within the limit of dominant definitions in which it
has been connotatively signified.’ (170)

Reception

 The problem of message not getting across


 Public not mapping on to the dominant meanings the televisual producers want
them to map on to
 Encoding decides the parameters of decoding

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