# data[].attributes.body
Stuart is working with semiotics. Encoding/Decoding of an image.
He's saying re-presentation something that already has a meaning for people.
He says there is no absolute fixed meaning.
The extremities are exaggerated.

# data[].attributes.body
First person - Call Of Duty
Third person - Army Of Two
Scrolling - League Of Legends
Aerial - GTA
Context-Sensitive - Batman

# data[].attributes.body
Vague titles in Smash brothers.
Main menu with no composition.
Names and other texts over lining each other.

# data[].attributes.body
Blurring rooms which are not visible by your player so you know if your character will be seen or not.
Diegetic UI - where the UI exists in the world for example in dead space, the health of the character is displayed on the character itself.
Holographic design in Dead Space.
Using the right saturation and colour scheme.

# data[].attributes.body
FPS - Has a specific perspective.
MMO - Online based game
Sports - Simulates the playing of sport.

# data[].attributes.body
:Stereotypes evolve over time and it changes in the way we communicate with people.
:Stereotypes aren't always negative or positive. They can be either.
:Stereotypes become homogenous.
:Islamophobia - The fear of Islam. Very small minority of a small minority culture. The term Islam turns homogenise which then comes to define terrorism. Plurality.

# data[].attributes.headline
Encoding and Decoding Theory - Stuart Hall

# data[].attributes.subject
Encoding and Decoding Theory - Stuart Hall

# data[].attributes.body
:The encoder being the producer and the decoder being the audience. The theory suggests that people interperet media accordant to our culture and experiences.
:A dominant or preferred reading of the text is the way that its creators want an audience to understand and respond to it.
: An oppositional reading of the text is when an audience completely rejects the message.
: A negotiated reading is when the audience interprets the text in their own unique way, which might not be the way its producer intended.

# data[].attributes.body
:The audience is put into a perspective of a heterosexual man, this is done by specific details or a women is highlighted within the scene. She's a marksist freudian. Because your being placed in a position of a male it shows the power and inequalities.
Your placed in the position of voyer. You spy on other peoples life's which gives you power. She is not saying this was invented by men to make women less powerful.
This is a subconscious thing which happens.

Mulvey wants to create a new language - a female film language.

When a male watches a male you feel like you can relate or be them. If a male watches a female they feel the dominance over them. - Oedipal complex
Electra is the same for women.

# data[].attributes.body
99.9% of all factual programmes are male voice overs.

# data[].attributes.body
"gangsters" (Wesley Snipes in New Jack City)

# data[].attributes.body
What you learn about the world is limited by the people who are powerful enough to tell you about them stories.

# data[].attributes.body
Women are represented as children by the props which are used and men are represented as grown ups.
Women in the video are passive, objectified.

# data[].attributes.body
Journalists, Film producers, game artists etc change the way in which they represent.

# data[].attributes.body
You reorganise and edit the information so that it has more impact.

# data[].attributes.body
Selection process which creates the product. We represent what we personally think is interesting and important.

# data[].attributes.body
Representation in the media is a term used to describe the way in which the media present:
Certain events,
Certain groups of people,
Protected characteristics.

# data[].attributes.body
You're protected from discrimination in these situations: at work, in education, as a consumer, when using public services, when buying or renting property. As a member or guest of a private club or association.

# data[].attributes.body
The Equality Act covers the same groups that were protected by existing equality legislation – age, disability, gender reassignment, race, religion or belief, sex, sexual orientation, marriage and civil partnership and pregnancy and maternity.
Everybody has a protected characteristics.

# data[].attributes.body
These readings (Connotation) are culturally specific, different cultures read symbols and codes in different ways.

# data[].attributes.body
According to Roland Barthes when we encounter a media text we go through various stages of understanding.
DENOTATION
CONNOTATION

# data[].attributes.body
Is the fixing or limiting of a set of meaning to an image usually achieved by a caption underneath a photograph.

# data[].attributes.body
Capable of having several meanings.

# data[].attributes.body
Visual Codes are items that the film maker uses to create specific meanings.

Colour Codes
Technical Codes: Rear screen projection in drug scene
Non Verbal Codes: Hand gestures facial expression
Dress Codes: Suit means business

# data[].attributes.body
A product of the thing that links us to it

# data[].attributes.body
The word FIRE is different for different cultures

# data[].attributes.body
A picture of the thing

# data[].attributes.body
Our reading of what is signified is dependant on our cultural background

# data[].attributes.body
Sign = Signifier +Signified
Signifier is the text which carries the meaning
Signified is the meaning or idea.

# data[].attributes.body
Written language and Spoken language is two completely different things.

# data[].attributes.body
Is the science of the symbol.

# data[].attributes.body
Media texts are made up of visual symbols which are put together in combination to create a meaning or code.

# data[].attributes.body
Signs and semiotics

# data[].attributes.body
Tend to be in independent films

# data[].attributes.body
In order to generate anxiety in his audience Hitchcock used a number of codes and modes of address.

The 'Bomb Under The Table' the audience can see it but the actor can't.

# data[].attributes.body
Enigma - Where a problem must be solved, often the audience knows the actor does not.

Action - In order for the balance to be

# data[].attributes.body
Narration is used to tell thoughts and feelings but without giving any information about the narrative

# data[].attributes.body
Modes and addresses/codes

# data[].attributes.body
Multi strand - Open narrative

# data[].attributes.body
Different narrative structures give different focuses on different characters at different times.

# data[].attributes.body
A narrative structure which includes scenes, including its own little narrative.

# data[].attributes.body
He said there is always stock characters.

# data[].attributes.body
Bulgarian-French Philosopher and critic.
He looked at hundreds of fairy stories and found that they all construct stories in a similar way.
Classic Narrative Structure.

# data[].attributes.body
Narratives are created however previous events have been left out.

# data[].attributes.body
People from a different country crashed a plane into twin towers.

# data[].attributes.body
Referring to another genre from within the film.

# data[].attributes.body
Taking a character element or technique from another genre

# data[].attributes.body
One text multiple genre (Rocky Horror Picture Show, Hamilton)
A

# data[].attributes.body
how conventions of the genre are manipulated.

# data[].attributes.body
Is genre robust?
Is genre established over time?
Is genre strengthened by repetition

# data[].attributes.body
Audiences get pleasure from problem-solving, testing hypotheses, making inferences (e.g about the motivations and goals of characters) and making predictions about events.

# data[].attributes.body
Different genres offer various emotional pleasures such as empathy and escapism. Deborah Knight notes that "satisfaction is guaranteed with genre; the deferral of the inevitable provides the additional pleasure of prolonged anticipation' (Knight 1994)

# data[].attributes.body
One pleasure we get from watching a film of a particular genre is simply the pleasure of recognising the generic features because of our familiarity with it

# data[].attributes.body
Signs that get linked to specific genrse

# data[].attributes.body
RPG, MMO, FPS (Defined by the gameplay)

# data[].attributes.body
Drama, Action, Horror, Comedy, Crime, Western, American, Sci-fi (Elements of the film which define the genre)

# data[].attributes.body
Genre is a french word which means time.

# data[].attributes.body
Audience positioning

# data[].attributes.body
Stereotyping

# data[].attributes.body
Representation
Culture, Classification, Language