Date post: | 14-Apr-2017 |
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Education |
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Learning Objective
• To understand the term ‘mediation’
• To develop understanding of Hall’s
Reception theory
What do you see?
Look again…
Representation…
• These are not the actual thing or person – they are a representation of the thing.
• Representation means to re-present (i.e. show again)
• Remember: Individuals and groups of people are represented in the media as being a certain way. This is a construct of reality and NOT reality itself.
• What was Buckingham’s quote?
Consider the police
• Do you know any Police Officers in your local area or Police Community Support Officers?
• If not, have you heard any stories about the police?
We can show the police as caring and helpful
OR NOT!
Mediation
There are three main elements to consider:•Selection•Organisation•Focussing
KEY TERM: MEDIATION• The media selects what to include from a range
of available sources. This selection will serve its own purposes.
• A media producer will deliberately organise the selection to represent a person/group/viewpoint according to what they want others to believe.
• They will ensure that the key components of the text have been focussed on deliberately to ensure the appropriate reading of the text
Students study 90% harder than their parents
NSPCC: Giving your child too much ‘screen time’ is damaging their health
Teenage gangs out of control
Teenage suicide rate on the rise
Actor Mediation Representation of character/issue
Selection process:
Type of mediaEditing
Camera Angle
Costume
Language
Music
Key term: MEDIATION
(Reality) The outcome
Message to the Audience
Actor Mediation Representation of character
Selection process:
Type of mediaEditing
Camera Angle
Costume
Language
Music
Key term: MEDIATION
Johnny Depp
Every report of an event is a representation of the event, NOT reality.
Versions of reality:
What you hear and see in the media is controlled by the person who is informing you –
IT IS ONE PERSON’S REPRESENTATION AND THEREFORE WILL PRESENT THEIR OPINIONS, BELIEFS AND BIASES.
Media representation can have many interpretations so as to direct the audience towards a desired outcome or message the producer can add captions, music, mise-en-scene, lighting or film from certain camera angles.
Key Term: ANCHORAGE
The Shining
What do you think?
Look at the picture below and think about what it means to you.
How does the following caption affect the meaning of the same picture:
Corrupt officer arrested
Reception Theory
• Encoding and Decoding – Stuart Hall (1970s)
– Texts are encoded with meaning (semiotics!).– Different audiences respond (decode) in different
ways.– Both encoded and decoded meaning will be
understood in the context of the social and cultural background of the producer and audience.
Readings
• Preferred reading – the audience uncritically accepts the preferred (or intended) meaning of the text.
• Negotiated reading – the message is partly accepted and partly rejected.
• Oppositional reading – the audience rejects the message.
Consider the image and the anchorage used.
Identify the preferred, negotiated and oppositional readings which are encoded in the front page.
News Values
• To understand the dominant reading you must understand the ideology:– The Daily Mail is a national newspaper with a
large circulation.– It has selected these stories as the most important
of the day.– The dominant reading, therefore, constructs the
‘Leave’ vote as being the correct vote for our society.