1. the Three Positions Taken When Decoding an Image Are Said to Be Dominant, Negotiated and Oppositional. Choose Two Images, One from the Genre of Documentary and One from Advertising, and Explain the Process of
1865 WordsJun 9, 20118 Pages
1. The three positions taken when decoding an image are said to be dominant, negotiated and oppositional. Choose two images, one from the genre of documentary and one from advertising, and explain the process of encoding and decoding to explain these three positions the viewer may take when decoding your chosen images.
Stuart Hall’s text, “Encoding, Decoding” identifies three positions one can take in decoding an image. These three positions are dominant, negotiated and oppositional. In light of Hall’s theory, this essay will, firstly explain the process of encoding and decoding and secondly will decode the following two images, ‘Super Size Me’ by Morgan Spurlock, from the genre of documentary and the Louis Vuitton advertisement featuring…show more content…
The viewer that approaches the documentary, “Super Size Me”, with a negotiated decoding position identifies the codes of eating and indulging in fast food will eventually kill you. They identify that there are high risks with eating McDonalds. The viewer will then modify and adapt the codes within the documentary to reflect on their own position, experiences and interests. These positions can be of acknowledgement that McDonalds is bad but it’s not bad for everyone and that some people’s bodies can handle the intake of such a diet. Other modifications could be that if they ate fast food every day that they would love it and would believe that they would be ok. They would acknowledge that yes McDonalds is not good for one’s health but it’s not the only cause that made him so sick. They believe that yes eating it was shown to be harmful to the body but that it will not happen to them because their body is in good shape.
The decoder with the oppositional position will understand the connotative message of the image full well but is in a direct oppositional relation to the dominant signifiers and therefore decodes the message in a “contrary way” (Hall). The viewer that approaches the documentary, “Super Size Me”, with an oppositional decoding
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