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Preferred reading - om tolkningsfrihet och meningsskapande
2004 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

How free is the receiver to interpretate the sender’s message? The essay is focused on the receiver’s part in the communication process. In this process the receiver is given an active role in creating meanings. Although the receiver is active she’s not free. The dominant ideology keeps on producing preferred meanings in order to create a picture of the world that makes its hegemonic position a fact by nature given. Stuart Hall argues in his article Encoding/decoding in the television discourse (1973) that the receiver’s decoding of a message is highly depending on class. The follow up to this article is made by, among others, David Morley and Ien Ang. According to them several more factors is need to be considered. These factors are the social environment in which the receiver is decoding the messages, the relevance of the message and so on. John Fiske goes as far as saying that there is in fact a resistive reading and that by consuming popular culture you can ”fight the power”. The conclusion made in this essay is that the truth is to be found somewhere inbetween. Halls model is lacking different perspectives other than class while Fiske is overestimating the receiver’s freedom.

Place, publisher, year, edition, pages
2004. , 73 p.
Identifiers
URN: urn:nbn:se:kau:diva-57409Local ID: MKV C-37OAI: oai:DiVA.org:kau-57409DiVA: diva2:1122020
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf