Yathor

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Stuart Hall

The second generation representative of the school of cultural studies. Founder of contemporary cultural studies. This paper studies the encoding of text producers and the decoding of audience, and puts forward three decoding modes (namely "Hall mode"), including the encoding and decoding of TV discourse.

Hall completed the connection (combination) between culturalism and structuralism, and realized the rediscovery of ideology in communication: the ideological analysis of popular culture is the main perspective of social criticism in the whole cultural research field initiated and led by Hall. The key to paradigm shift lies in the rediscovery of ideology. Hall's real purpose is to explore how ideology is presented in various forms of popular culture through the encoding and decoding of information symbols.

Hall opposes the simple binding of class and ideology. He believes that the corresponding class ideology is formed by the combination of specific class and ideology. The relationship between ideology and different social strata is dynamic and complex. This relationship can be embodied by analyzing discourse.

Theory and Thought: On the basis of Althusser's theory of ideological state machine, Hall further pointed out that mass media is the main ideological state machine.

But Hall disagreed with Althusser's statement that the mass media completely controlled the audience's ideology. He believes that the audience is not mechanical and passive, but can interpret meaning in many ways (Hall mode). So outside the dual framework of Marx's "economic base-superstructure".

The production and circulation of TV discourse can be divided into three stages: the coding stage: the production of TV discourse meaning. That is, the processing stage of the program raw materials: ideology is injected into the product. Meaning exists objectively in the form of language and rules and has not been explained. Decoding stage: the audience must decode to get the meaning. Otherwise, the audience will not "consume" and the meaning will not enter the circulation field.

In the decoding stage, three decoding modes are proposed: priority reading: the encoding intention is completely consistent with the decoding meaning. Compromise reading: decoding meaning and encoding intention are always contradictory, but we will understand and accept the meaning of the encoder. Reverse reading: the audience knows the meaning of the encoder, but deliberately interprets it as something else.

Influence: "Hall Model" initiated the tradition of audience research. It shows that meaning is not "transmitted" by the sender, but "generated" by the receiver. Reading text is a social activity, a process of social negotiation and concept game. This is a process of constant adjustment and balance between rule and resistance.

It provides a direction and method for ethnographic research of steering decoder. (Later, Molly's ethnographic research was based on this perspective. ) influenced by Benjamin and Gramsci's hegemonic theory ("universal identity" was established after the complicated struggle and compromise between the ruler and the ruled).

The encoding and decoding of mass communication is actually a class struggle in semantic space, which contains power resistance in discourse. Interpretation and resistance of the text: the influence of ideology is a complex process of compromise and confrontation. Popular culture is a place where the political composition of "people" and its relationship with power groups are debated and decided. The empirical view of "selective cognition": it exaggerates the audience's freedom of choice, any culture is closed to a certain extent, and the dominant cultural order will limit the audience's freedom of decoding.

Even if it is an antagonistic interpretation, it will resist on the basis of the first interpretation of the dominant meaning. However, the opposite interpretation does not mean denying the dominant symbol code. Looking at the problem in a simple confrontational way does not fundamentally deny the original discourse order.

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My name is Cleisthenes, and I am a student majoring in journalism and communication.