Stuart Hall Encoding/decoding model

Stuart Hall Encoding/decoding model

Stuart Halls 3 ways to decode a text:

1) Preferred or Dominant Reading = the way the

    producer of a text intended the text to be understood.

2) Oppositional Reading = where the preferred or

    dominant meaning is recognised but rejected for

    cultural or political reasons.

3) Negotiated Reading = where the reader agress with

    elements of the text, but not all.

The codes that are present are visual codes of a female that include clothing that appeals to the target customer, being a male audience with the age of 18 years old and above, eating a lollipop and                             the red hue that is  connotative to love and  lust. This manipulates the audience to think of sexual connotations which will achieve the aims of customers purchasing the product. Furthermore this theme of sexuality generally objectifies females, further influencing the general pubic that this female may be an included feature of this game and would therefore purchase this product.

The codes represented are visual codes of the male character include aggressive body language and clothes of the stereotypical thief. This further connotes to the main audience that there is exhilarating action through crime and destruction within a game. This therefore influences the audience to purchase this game because of these reasons.  

The visual codes featured in this image include weaponry, a female design wearing clothes that may appeal to the male audience and a background that has the design of a jungle. The weaponry would

influence the audience that such an image includes violence and action. This could lead to a contradiction to the female stereotype of todays society since the weaponry would imply this character is involved in such violence and action.

Lads Mags

The elements that would be included in a lads mag would be an enlarged image of the front cover model, colors that connate to what you would see during sexual interaction and large titles stating the models name with the type of dressing included within the photo shoot for that issue of the magazine.  This would clearly appeal to the 'lads mag' audience since it influences the viewer to relate to sexual interactions and connotations when finally results to the viewer to purchase the magazine.

According to Stuart Halls ways to decode media text, I believe that I have the viewpoint of negotiated reading since in todays society, people have a free will. This free will would allow them to publicise themselves in whatever fashion they desire. However it does still cause contradiction such as a growing influence of the audience to objectify females and not accept some women in todays society since they do not look the part as they do in such 'lads mags'.