Perception and Language Issues in the Mass Media 大众传播中的理解与语言争议
Perception and Language Issues in the Mass Media 大众传播中的理解与语言争议 主讲教师：王积龙
Encoding Decoding ----Hall's Model ·霍尔的绵码与解码模式 Stuart Hall
Encoding & Decoding ----Hall’s Model • 霍尔的编码与解码模式
Encoding Contemporary semioticians refer to the creation and interpretation of texts as 'encoding'and 'decoding respectively.This unfortunately tends to make these processes sound too programmatic:the use of these terms is of course intended to emphasize the importance of the semiotic codes involved,and thus to highlight social A factors.For semioticians,there is no Audition Phonation such thing as an uncoded message, so that-for those who argue that all experience is coded-even 'encoding c=concept might be more accurately described s=sound-image as 'recoding'. Phonation Audition
Encoding • Contemporary semioticians refer to the creation and interpretation of texts as 'encoding' and 'decoding' respectively. This unfortunately tends to make these processes sound too programmatic: the use of these terms is of course intended to emphasize the importance of the semiotic codes involved, and thus to highlight social factors. For semioticians, there is no such thing as an uncoded message, so that - for those who argue that all experience is coded - even 'encoding' might be more accurately described as 'recoding'
Encoding In the context of semiotics,'decoding involves not simply basic recognition and comprehension of what a text 'says'but also the interpretation and evaluation of its meaning with reference to relevant codes.Where a corted distinction is made between comprehension and interpretation this tends to be primarily with reference to message purely verbal text,but even in this addresser--addressee context such a distinction is untenable; contad what is 'meant'is invariably more than what is 'said'. code
Encoding • In the context of semiotics, 'decoding' involves not simply basic recognition and comprehension of what a text 'says' but also the interpretation and evaluation of its meaning with reference to relevant codes. Where a distinction is made between comprehension and interpretation this tends to be primarily with reference to purely verbal text, but even in this context such a distinction is untenable; what is 'meant' is invariably more than what is 'said'
Encoding Type Oriented Function towards Example referential context imparting information It's raining. expressive addresser expressing feelings or attitudes It's bloody pissing down again! conative addressee influencing behaviour Wait here till it stops raining! phatic contact establishing or maintaining social relationships Nasty weather again,isn't it? metalingual code referring to the nature of the This is the weather forecast. interaction(e.g.genre) poetic It droppeth as the gentle rain message foregrounding textual features from heaven
Encoding Type Oriented towards Function Example referential context imparting information It's raining. expressive addresser expressing feelings or attitudes It's bloody pissing down again! conative addressee influencing behaviour Wait here till it stops raining! phatic contact establishing or maintaining social relationships Nasty weather again, isn't it? metalingual code referring to the nature of the interaction (e.g. genre) This is the weather forecast. poetic message foregrounding textual features It droppeth as the gentle rain from heaven