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This document, presented by Val Morrison at the NCCHPP Summer Institute in 2010, discusses the encoding / decoding approach to media communications. It covers the introduction to the approach, classical approaches to media communication, and the turning point of the encoding / decoding approach. The document also explores the elements of context, the active nature of communication, and the audience's role in decoding media messages.
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Val Morrison NCCHPPNCCHPP Summer Institute Winnipeg, Manitoba June 29, 2010
What is the meaning of this message?
1960s /70s Britain / British academia
Centre for Contemporary Cultural Studies (The « Birmingham School ») - Culture, politics, and communication - Stuart Hall - Encoding /decoding
Dominant (American) models
Dominant (American) models - Aesthetics - Idea of audiences as passive consumers
Discourses of the medium
Discursive contexts of composition and consumption - Technologies used
Messages have to be constructed before they can be sent can be sent
Construction and reception are active, socialevents
Many « codes » used in media messages
Many « codes » used in media messages appear to be natural because they havebecome completely normalized