anas-penelope replied to your post:Three essays left to go in this book, and I’m...
Since I’m just a lowly undergrad who doesn’t know much of anything, do you have any good recommendations for reading that augments/complexifies Stuart Hall’s encoding/decoding? Because we get taught it pretty uncritically on my course :/
There's a few directions you could take this in, but given that my own background is in audience/fan studies...
"Encoding/Decoding" was one foundational text of present-day audience and fan studies (there's a lot of overlap between the two, but they're not always or necessarily synonymous). It was among the first instances of someone suggesting - within a media studies context - that audiences didn't always take intended meanings at face value, but rather were positioned in relation to a media text - and that those positions play(ed) a key role in how they might interpret a given thing. In this sense, it could not be more influential or important, and this is perhaps it's most enduring contribution to the field.
But in essentially placing interpretation on a continuum from complicit to resistant (to the hegemonic media message), and in implicitly making 'resistance' a de facto goal of 'good' interpretative practice, this framework made it very difficult to talk about interpretative practices that aren't necessarily resistant - or are complex mix coming from the multiple subject positions that audiences bring to bear on their interpretations of texts (the 'aca-fan-mom' of my avatar is my attempt to encapsulate just a few of my own, each bringing something different to my own media consumption and interpretation practices).
This has, in a lot of ways, been one of the central concerns of fan studies to the present, particularly given that criticism of fandom from the outside (both outside fandom and outside fan studies) tends to center on assumptions of fan acquiescence to corporate/normative messages; as such, there's a real imperative to argue that fandom isn't (all) about taking what we're given, that we resist encodings. But this, in turn, makes it particularly difficult to talk about those aspects of fandom which really don't resist - which may not have any relation to complicity/resistance at all, even.
A really nice overview (with discussion of other readings) of how things have progressed and changed since Hall's original essay is in Chapter 3 ("Beyond the text") of Mark Duffett's book, Understanding Fandom: An Introduction to the Study of Media Fan Culture.