Unit 3 Cultural Studies (2)
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Mount Royal University *
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Course
2500
Subject
Communications
Date
Apr 3, 2024
Type
Pages
3
Uploaded by DeanFieldYak36
1)
Who is the encoder and decoder of this ad?
Encoding defined is “the act of bringing meaning structures to the message to make it
meaningful for the sender” (
COMM 2500, 2023, Overview of Theory section, para. 20
), which
in this case would refer to the sender of the message and is responsible for encoding the message
that will be understood by viewers. The encoder in this advertisement is Balenciaga, they made
this advertisement to persuade the audience to their products. Decoder is the opposite of
encoding which is “ the act of bringing meaning structures to the messages to make it meaningful
for the receiver.” (
COMM 2500, 2023, Overview of Theory section, para. 20
) This means that
the decoder is the receiving end of a message. The decoder is where viewers will interpret the
advertisement based on personal perspectives.
2)
What is a dominant, oppositional and negotiated reading?
Dominant reading is when viewers are able to interpret the message exactly as it was
ecoded to. (
COMM 2500, 2023, Implications and Applications section, para. 3
). Negotiation
reading is when views understand the message but are able ti imcoprotate their own
interpretation and experiences to their views. (
COMM 2500, 2023, Implications and
Applications section, para. 7).
Oppositional reading is when “ the reader understands the
message yet decodes the message in a “globally contrary way”. (
COMM 2500, 2023,
Implications and Applications section, para. 12
) This means that the viewers will not agree with
the message that is intended.
3)
What is your position as the reader?
My position as a reader to this advertisement is oppositional given the nature of
This advertisement and how it has portrayed a message which doesn’t align with my
values. The message that this advertisement had encoded was very negative and offensive
to me and as well as many readers I can imagine.
4)
How does cultural studies help you understand this ad in new ways?
Cultural studies is " neo- Marxist critique which sets forth the position that mass
media manufacture consent for dominant ideologies”
(Griffin et al., 2023, p
. 345 ).
Cultural studies can offer a useful framework for evaluating and comprehending
commercials. Cultural studies place a strong emphasis on analyzing the cultural
environments in which communications are created and received. This helps uncover
layers of meaning in an advertisement.
References
Griffin, E., Ledbetter, A., Sparks, G. (2023).
A first look at communication theory
(11 th
ed.). New York: McGraw-Hill.
.
Comm 2500. (2023).
Topic 1: What is Communication Studies.
https://learn.mru.ca/d2l/le/content/23965/viewContent/418496
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