Modern Audience Understand Hall’s Concept - Management Assignment Help

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Stuart Hall-race gender, class in the media is an expository video which outlines sociologist Stuart Hall’s analysis of media influence and communication interpreted by Al-Jazeera (2017).Hidden in mass media, Hall believes, is an agenda of mainstream media (Al-Jazeera 2017). The agenda is to influence society's perspective through practices of framing and representation of key issues. The media is a powerful entity according to Hall. For example, the media tends to identify certain racial groups in their coverage of crime. This is one of the hidden messages of the media. The role of social theorists is to unpack the messages. However, unlike communication models which suggest that we as media consumers are passive and accepting of the media’s influence, Hall suggests audiences aren't always submissive, and that we may interpret or decode the media’s message differently Further to this, Hall describes three ways in which individuals may decode media. The dominant reading, Hall considered, was that individuals accepted the media’s intended message without question. He proposed a second way of decoding: negotiation, wherein an individual may agree to an extent of the media’s message, debating and negotiating the rest. The final way, according to Hall is that a consumer can interpret media is by rejecting its message entirely. Hall’s theory further states that audiences’ interpretation of media can be impacted by their own cultural background (Al-Jazeera 2017).In the source, various contemporary examples are used by Al-Jazeera to help a modern audience understand Hall’s concept about consumers of media rejecting its message. One of these examples included ‘Black Lives Matter’ which was a movement that arose during 2012’s death of Travon Martin, and which gave Americans a better perspective into the case than what the media presented. The program also referred to graffiti artists who protested in Tunisia (Al-Jazeera 2017). A second technique was the use of graphics. The use of televisions placed on heads on a conveyor belt was particularly effective – showing the contention that we are passive recipients. This was shown just as the words about Hall rejecting that claim were heard.I warm to the Hall analysis as depicted by Al-Jazeera; however, a criticism of the source is that Al Jazeera are an asset of Qatar government, which holds their own agenda in media, and which may be contrary to the message of the video. I would like to know whether of not, Al-Jazeera has any independence from the government; however, this does not detract from the key messages. The video does make me reflect on the hidden messages about crime in newspapers and popular crime shows on streaming services – of which I am a fan. Regarding newspapers, Evans (2016) indicates that what makes crime news is often determined by values which include showing violence, the ‘bad person’, and betrayal of trust.    

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