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Macs Quiz 3
Terms in this set (10)
refers to the process of meaning at the site of production
meaning at the site of reception, the production of meaning at the point if interpretation
occurs when the audience, individual or aggregate decodes or interprets the media content the way it was intended. This interpretation is typically the most obvious as it is the one the creator/producer wants you to make - it is the way the message was encoded.
negotiated / resistant reading
decode the dominant reading but question the elements . Maybe something is remiss or there is little relation between that media content and the everyday experience of the member of the audience..
occur when the audience member is at odds with the system that produced that media content. The oppositional/against the grain audience member goes to the movie, reads the book, or plays the video game knowing that the system that produced that form of media will represent her/him and their cultural group in a way that is noxious and counterproductive.
(noun): the outcome generated by media messages in people, social groups, or even a culture. - Sample sentence: The public worries about the effects of media consumption on children. (verb): to cause, to bring about. - Sample sentence: Adding the television show to the primetime lineup to effect higher ratings was a brilliant gamble.
(noun): an emotional state that can be positive as in warmth or love or negative as in fear or hatred. - Sample sentence: The contestant's affect quickly shifted when the interactions with other competitors, which she initially imagined would be hostile, were warm and welcoming. (verb): to influence - Sample sentence: Her constant playing of Candy Crush negatively affected her grades in school.
alternative refers to anything that presents information, ideas, or artistic styles that are not typically represented in mainstream media outlets, that run counter to established norms, or that challenge a society's dominant ideology.
smaller segment of the population. sentence:Alternative media producers and distributors, on the other hand, tend to cater to a specific
dialogic model, the information being communicated is not fixed, but is instead always open to being questioned and re-interpreted. Moreover, all of the participants in a communication process come away having undergone some change
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