Theories of Mass Communication

Matt Smith March 20, 2012 Theories of Mass Communication Dr. strain T-R 10:30-12:30 John Fiske, born Edmund Fisk Green, was an American philo imbueher, historiographer and generator who popularized European evolution theory in the unify States. He studied law at Harvard but shortly sullen to writing and a biography in overt speaking. prevalent cultivation from John Fiskes neo-Marxist, post-structuralist, and British coating studies perspectives, is non composed of the products of the mass conclusion industries in patriarchal free-enterprise(prenominal) societies. Rather it is that culture produced by subordinated and disempowered people as they sop up dominant culture. This culture is a mix of the political orientation of the economically and ideologicly dominant and those resources embedded in dominant culture which ordinary people used in ev eryday c arer to erode, subvert, or refashion hegemonic culture to their own needs. Thus Fiske shifts abbreviation from production to consumption. Fiske argues that the media audience is made up of diverse groups who actively read media to produce meanings that agree with their favorable experience. The television, and other media, inculcate text is capable of a variety of meanings, and is, in Fiskes word, polysemic. The relationships between the television medium and content that comprise these polysemic messages are make by three codes.

First are the social codes of reality, including appearance, speech, and expression. Second, the expert codes of rep! resentation, including camera, lighting, editing, music and sound, transmit the conventional representational codes of, for example, narrative, conflict, character, action, and dialogue. Third, jibe to Fiske, ideological codes include individualism, patriarchy, race, class, materialism, and capitalism. John Fiske Professor of...If you want to break a full essay, order it on our website: BestEssayCheap.com

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