Stuart Hall’s Encoding - Decoding Model-> Hall’s work
cover issues of hegemony and cultural studies, taking a post Gramsciam stance.
He regards language use within a frame work of power, institutions and politics/economics. This view presents people as producers and consumers of
culture at the same time (Hegemony-> willingness of a social group to
control dominate the other)
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Reception
theory -> Textual analysis focused on the scape for negotiation and
opposition on the part of the audience.
The person negotiates the meaning of the text and this
depends on the cultural background of the person.
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The
meaning of a text is located somewhere between the producer and the reader.
Even though the producer encodes the text in a particular way, the reader will
decode it a slightly different manner.- What Hall calls “Margin of
understanding”.
