Viewers accepting media frames operate inside the dominant code
Evidence
The first position we want to identify is that of the dominant or hegemonic code. (There are, of course, many different codes and sub-codes required to produce an event within the dominant code.) When the viewer takes the connoted meaning from, say, a television newscast or current affairs program, full and straight, and decodes the message in terms of the reference-code in which it has been coded, we might say that the viewer is operating inside the dominant code. This is the ideal-typical case of “perfectly transparent communication,” or as close as we are likely to come to it for all practical purposes. — Hall, Stuart, Essential Essays, Volume 1, 809
Categorization
- DEFINE: Defines the ‘dominant or hegemonic code’ position — the baseline ‘perfectly transparent communication’ case in Hall’s decoding typology.
- SHARE: For someone into media studies: Hall treats ‘full and straight’ decoding as itself an ideological position, rather than the neutral default presumed by transmission models.
- XREF: connects to: Embedded war reporting and war games extend media simulation of conflict. — Theresa M. Senft, Camgirls: Celebrity and Community in…, 227; Negotiated media readings give subordinate classes space while legitimating dominant codes — Hall, Stuart, Essential Essays, Volume 1, 921; Audiences interpret identical media messages in varied, non-passive ways — Muhammad Asad Latif, The Identity of Religion Always Comes…, 20 (+4 more)
- yield-rescued: below the book’s yield-target cutoff, included anyway for connecting to: Embedded war reporting and war games extend media simulation of conflict. — Theresa M. Senft, Camgirls: Celebrity and Community in…, 227; Negotiated media readings give subordinate classes space while legitimating dominant codes — Hall, Stuart, Essential Essays, Volume 1, 921; Audiences interpret identical media messages in varied, non-passive ways — Muhammad Asad Latif, The Identity of Religion Always Comes…, 20 (+4 more)
Broader Connections
- Audiences interpret identical media messages in varied, non-passive ways
#complicates(0.75) — Muhammad Asad Latif, The Identity of Religion Always Comes Up, 20