Theories of Mass Communication

Matt Smith March 20, 2012 Theories of Mass Communication Dr. sieve T-R 10:30-12:30 John Fiske, born Edmund Fisk Green, was an American philo overchargeher, historiographer and generator who popularized European evolution theory in the linked States. He studied law at Harvard but curtly sullen to writing and a go in earth speaking. prevalent cultivation from John Fiskes neo-Marxist, post-structuralist, and British shade studies perspectives, is non composed of the products of the mass fondisation industries in patriarchal capitalist societies. Rather it is that culture produced by subordinated and disempowered people as they sop up dominant culture. This culture is a mix of the political orientation of the economically and ideologicly dominant and those resources embedded in dominant culture which ordinary people used in everyday c beer to er ode, subvert, or refashion hegemonic culture to their own needs. Thus Fiske shifts scheme from production to consumption. Fiske argues that the media audience is made up of diverse groups who actively read media to produce meanings that agree with their social experience. The television, and other media, inculcate text is capable of a variety of meanings, and is, in Fiskes word, polysemic. The relationships between the television medium and content that comprise these polysemic messages are make by three codes.

First are the social codes of reality, including appearance, speech, and expression. Second, the expert codes o f representation, including camera, lighting! , editing, music and sound, transmit the conventional representational codes of, for example, narrative, conflict, character, action, and dialogue. Third, match to Fiske, ideological codes include individualism, patriarchy, race, class, materialism, and capitalism. John Fiske Professor of...If you want to guide a full essay, order it on our website: OrderCustomPaper.com

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