Stuart Hall’s Cultural Studies - Devon Farrell

The part of Stuart Hall’s Cultural Studies chapter that I found the most interesting was the section, An Obstinate Audience. The section addresses “the fact that media present a preferred interpretation of human events is no reason to assume that the audience will correctly take in the offered ideology. He states “the powerless” can translate the message in accordance to their personal ideas and interest. Content can be interpreted differently by anybody.
Television encodes a dominant meaning to their productions. Societies mostly base decoding these messages by the social, cultural and political world they live in. This forms an accepted ideology to which most citizens conform. People can accept, reject or negotiate the message. Hall outlines three decoding options:

1.Operating inside the dominant code. The audience reading agrees with the preferred reading.

2.Applying a negotiable code. The audience takes in the message but does not agree.

3.Substituting an oppositional code. The audience sees through the establishment bias and mounts an organized effort against it.

While watching the clip below see if you recognize and agree with the dominant hegemonic meaning (operating inside the dominant code) or if you recognize and disagree with the dominant hegemonic meaning (Applying a negotiable code). I can’t see how you can apply the third decoding option.