Alternative readings are any readings that differ from—but do not challenge—the commonly accepted interpretation. Alternative readings are less common but are easily accepted because they do not undermine the dominant reading.Alternative readings are any readings that differ from—but do not challenge—the commonly accepted interpretation. Alternative readings are less common but are easily accepted because they do not undermine the dominant reading
What are dominant readings?
Dominant Reading: Dominant readings are the most common and widely accepted interpretations of a text. They embody the dominant values and beliefs in a culture and position the reader to favor that interpretation. Young children are typically taught to accept dominant readings at face value.
What is a dominant reading of a film?
Dominant, or Preferred Reading - how the producer wants the audience to view the media text. Audience members will take this position if the messages are clear and if the audience member is the same age and culture; if it has an easy to follow narrative and if it deals with themes that are relevant to the audience.
What is the dominant code?
(hegemonic code) The standard textual conventions framing texts within a particular genre and/or the defining assumptions of a prevailing ideology framing a particular text (see dominant ideology). A concept associated with Stuart Halls notion of the hegemonic reading of mass media texts.
What is the oppositional reading?
In the oppositional reading of a text, readers reject the dominant reading which is apparent but unacceptable to them owing to their social situation, and decode the text accordingly. An oppositional reading would dispute the effusive sentimentality and endless exaltation of the good white American man.
What is an example of encoding?
Encoding is the process of turning thoughts into communication. The encoder uses a medium to send the message — a phone call, email, text message, face-to-face meeting, or other communication tool. For example, you may realize youre hungry and encode the following message to send to your roommate: “Im hungry.