A Response to Stuart Hall: Towards a Creative Decoding

Abstract The three positions of decodings proposed by communication theorist Stuart Hall have become a starting point for contemporary cultural studies. He insists that receivers of cultural products are not necessarily passive but can be 'oppositional'. Media scholar John Fiske has furthe...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Signs and Media 2021-11, Vol.2 (1-2), p.23-33
1. Verfasser: Lu, Zhenglan
Format: Artikel
Sprache:eng
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung:Abstract The three positions of decodings proposed by communication theorist Stuart Hall have become a starting point for contemporary cultural studies. He insists that receivers of cultural products are not necessarily passive but can be 'oppositional'. Media scholar John Fiske has further advanced the theory, suggesting that receivers can turn to be 'producerly' in their reception of cultural products. The present paper sheds light on the possibility of a more active, even creative position on the part of receivers, particularly in relation to popular songs and other interactive texts. Receivers of cultural products are powerful others to the 'producing elite'. Jürgen Habermas's idea of 'com-subjectivity' provides a theoretical foundation for the validity and desirability of such 'creative decoding'.
ISSN:2590-0315
2590-0323
DOI:10.1163/25900323-12340014