Proizvodnja preferiranih značenja u masovnim medijima
The Production Of Preferred Meanings In Mass Media

Summary/Abstract: Stuart Hall is seminal figure in the development of media & cultural studies. For Hall, representation is an essential part of the process by which meaning is pro- duced and exchanged between members of a culture. It does involve the use of lan- guage, of signs and images which stand for or represent things. Things don’t mean: we construct meaning, using representational systems — concepts and signs. Hall has become one of the main proponents of reception theory and developed Hall's Theory of encoding and decoding. This approach to textual analysis focuses on the scope for negotiation and opposition on part of the audience.

• Details
• Contents