Week 6 Key Thinkers: Stuart Hall & George Gerbner - PDF

WEEK 6 KEY THINKERS Stuart Hall & George Gerbner TABLE OF CONTENTS 01 02 03 Stuart Hall George Tutorial 6 Gerbner Exercise  01 STUART HALL BRIEF BACKGROUND  Stuart Henry McPhail Hall (3 February 1932 – 10 February 2014) was a...

WEEK 6 KEY THINKERS Stuart Hall & George Gerbner TABLE OF CONTENTS 01 02 03 Stuart Hall George Tutorial 6 Gerbner Exercise  01 STUART HALL BRIEF BACKGROUND  Stuart Henry McPhail Hall (3 February 1932 – 10 February 2014) was a Jamaican-born British Marxist sociologist, cultural theorist, and political activist. ENCODING/ DECODING MODEL  Stuart Hall's model of mass communication is also called the circuit of communication (1980).  In the context of the production and reception of television news and current affairs programmes, Hall argued that events had to be encoded into televisual stories reflecting an intended meaning. ENCODING/ DECODING MODEL (CONT.)  The apparent naturalness of television codes disguises their ideological potential.  However transparent such codes may seem to be, they are rich in connotations and require decoding (interpretation). ENCODING/ DECODING MODEL (CONT.)  However, Hall rejected textual determinism, noting that decodings do not follow inevitably from encodings.  He outlined two less compliant stances: negotiated reading and oppositional reading, which could be argued to be a form of re-coding. ENCODING/ DECODING MODEL (CONT.)  In order to make sense of what we are seeing and hearing, we unconsciously draw on common sense (i.e. what we have in common with those employing such codes) to establish the preferred meaning.  Insofar as we accept such framings, we adopt a hegemonic reading. ENCODING/ DECODING MODEL (CONT.)  They are linked to such reception factors as class, gender, ethnicity, interpretive repertoires, and context. STUART HALL - RACE, GENDER, CLASS IN THE MEDIA  02 GEORGE GERBNER BRIEF BACKGROUND  Gerbner was born on August 8, 1919, in Budapest, Hungary. He was a professor of communication and the founder of cultivation theory. BRIEF BACKGROUND (CONT.)  In 1956, Gerbner attempted the general purpose of communication models. He stressed the dynamic nature of communication in his work and also the factor which affects the reliability of communication. GERBNER'S MODEL OF COMMUNICATION  George Gerbner's communication model is also known as the general model (1956).  This model can be best understood when read along with the diagram beginning at E – Event. PERCEPTUAL DIMENSION  An ‘E’ is an event happens in the real life and the event content or message is perceived by ‘M’ (Man or a Machine). After Perceives the message from “E” by “M” is known as “E1”. E1 is not same as like ‘E’. Because any man or machine can’t perceives the whole event and they perceives only the part of the event (E1). This is known as “Perceptual Dimension”. PERCEPTUAL DIMENSION (CON'T)  3 factors between ‘E’ and ‘M’: Selection, Context, Availability  M (man or machine) cannot perceive the entire content of the event “E”. So M selects interesting or needed content from the entire event and filter the others. The context occurs in the event and Availability is based on ‘M’s attitude, mood, culture and personality. MEANS AND CONTROLS DIMENSION  E2 is the event content which is drawn or artified by M. Here M becomes the source of a message about E to send someone else. M creates a statement or signals about the message and Gerbner termed its Form and content as “SE2”. S (Signal or Form) it takes and E2 (Man’s content). Here Content (E2) is structured or formed (S) by ‘M’ and it can communicate in a different ways or based on the structured ways. MEANS AND CONTROLS DIMENSIONS (CONT.)  M has to use channels (or media) over to send the message which he has a greater or lesser degree of control. The question of ‘control’ relates to M’s degree of skill in using communication channels. If using a verbal channel, how good is he using words? If using the Internet, how good is he at using new technology and words? MEANS AND CONTROLS DIMENSION (CON'T)  This process can be extended to infinitum by adding on other receivers (M2, M3etc.) who have further perceptions (SE3, SE4, etc.) of the statements about perceived events. EXAMPLE In case of news reporting, E can be any event that has happened and the reporter (M) selects a particular part of event (E1) that may be provide his channel higher TRP ratings or the news may boost the particular party which his channel supports. This SE2 is sent through a medium to the mass audience. Then the audience distributed the message (SE2) and he (M1) sends to his friends with his interpretation and the process continues.  "You know, who tells the stories of a culture really governs human behaviour. It used to be the parent, the school, the church, the community. Now it's a handful of global conglomerates that have nothing to tell, but a great deal to sell." —George Gerbner THANKS CREDITS: This presentation template was Do you have any questions? created by Slidesgo, and includes icons by [email protected] Flaticon, and infographics & images by Freepik +6016 498 5660