Matthew's Media Blog

Clay says this about the change in consumption... "for the first time in the history of television, some cohorts of young people are watching TV less than their elders[…] young populations with access to fast, interactive media are shifting their behavior away from media that presupposes pure consumption" Consumption is the act of using a good, resource or service. Clay has views on the future of all forms of media as Clay says... "when we use a network, the most important asset we get is access to one another. We want to be connected to one another, a desire that the social surrogate of television deflects, but one that our use of social media actually engages"

The media provides us with tools that we use to construct our identity. Also, he thinks that identities are formed through binary opposites, Strauss theory. Chris Anderson believes that the media has allowed us to do a lot more stuff, and allowed us to debate and create conversations. In the past sense identity was built through media that was constantly available as there was not a wide range of texts out there as stereo typical ideals were constantly in the media.

code 1:- Hermetic code, this is the way a story avoids telling the truth or revealing all the facts, in order to drop clues through out that will add to the mystery. code 2:-The enigma code, The way tension is built up and the audience is left guessing what will happen next. code 3:-The semantic code, the code points to any element in the text that suggests a particular, often additional, meaning by way of connotation which the story suggests. code 4:-The symbolic code, similar to the semantic code, however it acts on a wider level- organizing semantic meanings into broader and deeper sets of meaning. code 5:-the cultural code, this looks at the audiences wider cultural knowledge, morality and ideology. This gives more context and meaning to a text, it references how we think. 

I have been learning about the Stuart Hall theory .This is a active audience theory, this is were the audience takes an active role in the media. The theory states that there are messages in every form of media, people (the audience) will decode this message in their own way. An example of a miss interpreted piece of media is Miley Cyrus's "we cant stop" music video, she made it to stop the constant idea of Hanna Montana, it backfired as it was seen as 'disgraceful'. There are the 3 different types of audience: Dominate-they agree with the views of the media. negotiated- at a comprise between dominant and opposition.  opposition-they don't agree at all and reject its ideas.