Stuart Hall Encoding/Decoding Model

Stuart Hall Encoding/Decoding Model

According to Stuart hall there are 3 ways to DECODE a media text:

1) Preferred or Dominant Reading = the way the

    producer of a text intended the text to be understood.

2) Oppositional Reading = where the preferred or

    dominant meaning is recognised but rejected for

    cultural or political reasons.

3) Negotiated Reading = where the reader agress with

    elements of the text, but not all.

Look back at the Loaded and Nuts covers; which reading do you take?

In the GTA IV poster features visual codes. An example could be the lollipop in the woman's mouth. This creates sexual connotations, which is one of the elements of Grand Theft Auto as in the game the player is able to pay for prostitutes. Another visual code that creates sexual connotations would be the skimpy t-shirt and visible cleavage in the poster. These uses of visual code help the game launchers to appeal to their target audience, which is usually teenage boys.

The visual codes received about Nico include the menacing look on his face, his short haircut, and hand gestures. The look on Nico's face is rather menacing, giving the audience connotations that Nico may be a rather street/violent guy. The short hair cut also gives violent connotations to the target audience, as shaved heads has been common through history with violent gangs, for example the skinheads. His hand gesture is another visual code that suggests Nico's violent, or perhaps scumbag type nature, due to the fact that he's wearing gloves and one of his hands is balled into a fist. 

The visual codes offered in this image from the Tomb Raider video game featuring Lara Croft are somewhat contrasting. For instance, one visual code offered is the tight clothing Lara wears combined with tiny shorts, which offers sexual connotations to the audience. This could perhaps be perceived as objectification. On the other hand, Lara is also depicted carrying two guns, which makes her seem independent and strong, especially as men are usually the character type to be carrying guns and being involved in combat, This shows Lara to be both a strong woman, but at the same time also slightly sexualised, perhaps in order to appeal to both male and female audiences. 

Lads Mags

In the two front covers of the lads mags above, visual codes such as nudity and lacy underwear are evident. These create sexual connotations for the magazines, and establish the conventions of the magazine. Therefore, the audience can expect each issue to portray very similar visual codes - so the audience has an expectation of the magazine and the content inside before they buy it. The connotations created by these visual codes are highly sexual and suggestive, especially when combined with the text featured on the front covers; "2008 MILF Awards" and "Lucy Pinder Topless at Last!". 

I'd say that, according to Stuart Hall, the way in which I have decoded the media text is probably preferred dominant reading - I'm not offended or opposed to the magazines at all, as the models are consenting, earning a living from their work, and there are people that will buy and make use of these magazines. Therefore, I see no issue in them being distributed to those that wish to purchase them. I'm simply not phased by the covers and feel fairly neutral towards them.