Stuart Hall argued that the researchers should direct there attention towards analysis of that social and political contextv in which content is produced (encodeing) awell as the consumption of media content.
Hall accepts some elements of semiology on two grounds.
First, communicators(encoders) choose to encode messages. Ie media messages are given a preferred reading, or what might now be called a spin. Secondly recivers(decoders) do not have to recieve thease messages ie oppositinal readings based on there own experiance and outlook in life in general.
Hall has developed a new approach of reception analysis. A central feature of this approach is its focus on how varius types of audienjce members make sencse of spefic forms of content. He argues that texts create a message which can be read in differnt ways. Ie a preferd or alterbat interpretations.
Hall accepts some elements of semiology on two grounds.
First, communicators(encoders) choose to encode messages. Ie media messages are given a preferred reading, or what might now be called a spin. Secondly recivers(decoders) do not have to recieve thease messages ie oppositinal readings based on there own experiance and outlook in life in general.
Hall has developed a new approach of reception analysis. A central feature of this approach is its focus on how varius types of audienjce members make sencse of spefic forms of content. He argues that texts create a message which can be read in differnt ways. Ie a preferd or alterbat interpretations.
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