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Essay / Research Paper Abstract
This 5 page paper explains Stuart Hall's theories of encoding and decoding of communications, and uses this model to analyze the Geico gecko advertising campaign. Bibliography lists 1 source.
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5 pages (~225 words per page)
File: D0_HVGGecko.rtf
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Unformatted sample text from the term paper:
This paper outlines Stuart Halls thinking on encoding/decoding, and applies this framework to the current TV marketing campaign for Geico.com. Since there are many different campaigns running, well use the
gecko, though the cavemen would do as well. Halls Thinking on Media Presentations Stuart Hall, who is now a professor at the Open University, "stressed the role of social
positioning in the interpretation of mass media texts by different social groups" (Chandler, 2001). In his model, there are "three hypothetical interpretative codes or positions for the reader of a
text" (Chandler, 2001); we can apply these, surely, to viewers watching a commercial, though we have to add in the additional dimensions of video and audio. The dominant or "hegemonic"
reading is one in which the reader or viewer "fully shares the texts code and accepts and reproduces the preferred reading" (Chandler, 2001). In other words, the person viewing the
commercial is interpreting it in exactly the way the people who produced it want him to: he accepts the message as being genuine and one that aligns with his own
beliefs (Chandler, 2001). In a "negotiated" reading, the viewer "partly shares the texts code and broadly accepts the preferred reading, but sometimes resists and modifies it in a way which
reflects their own position, experiences and interests" (Chandler, 2001). This position "involves contradictions" (Chandler, 2001). In an "oppositional" or "counter-hegemonic" reading, the viewer is in a social situation which "places
them in a directly opposition relation to the dominant code" (Chandler, 2001). The reader/viewer understands the "preferred reading" but "does not share the texts code and rejects this reading" (Chandler,
2001). Chandler uses the example of a viewer watching a commercial for a political party they normally vote against; they understand the commercial but reject it (Chandler, 2001). This in
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