Codes and Conventions: Audience Positioning and Resistant Readings

What Are We Talking About?

Media codes and conventions are essential tools for understanding how meaning is created and communicated in a wide range of media texts. Just as English language has its own set of codes and conventions for communicating meaning, media texts use various codes and conventions to communicate their messages effectively. In English language, codes and conventions are used to convey meaning through letters, words, sentences, punctuation, capitalization, and other grammatical structures. Similarly, in media texts, symbolic, written, audio, and technical codes are used to convey meaning and position audiences.

Symbolic Codes:

Symbolic codes are those that use visual elements to represent or suggest abstract ideas, concepts or themes. These can include various elements such as colours, images, motifs, and patterns. For example, the colour red can be symbolic of passion, love, or anger, while the image of a skull can symbolize death or danger. Symbolic codes are often used in film and television to convey themes and ideas to the audience.

Symbolic codes can be used to position the audience by creating associations and meanings that affect their interpretation of the media. For example, using a particular colour scheme, such as red and black, can suggest danger or excitement, and position the audience to expect an action-packed story. Symbolic codes can also be used to convey cultural and societal values, and position the audience to identify with certain characters or themes.

Written Codes:

Written codes refer to the use of language in screen media. This can include dialogue, subtitles, captions, and on-screen text. Written codes are used to provide information to the audience, and can also be used to convey emotions, attitudes, and ideas. The use of different fonts, sizes, and colours can also be a part of written codes, and can be used to create different moods and effects.

Written codes can be used to position the audience by providing information and shaping their understanding of the media. For example, the use of on-screen text to provide context or background information can position the audience to better understand the story or characters. Written codes can also be used to shape the audience's perception of characters, by using language to convey positive or negative qualities.

Audio Codes:

Audio codes refer to the use of sound in screen media. This can include music, sound effects, voiceovers, and dialogue. Audio codes are used to create atmosphere, convey emotions, and provide information to the audience. For example, the use of suspenseful music can build tension in a thriller or horror movie, while the sound of a character's voice can convey their emotions or personality.

Audio codes can be used to position the audience by creating a specific mood or atmosphere. For example, the use of a particular soundtrack or sound effects can evoke emotions such as fear or excitement, and position the audience to expect a certain type of story. Audio codes can also be used to emphasize certain elements of the media, such as dialogue or action sequences, and position the audience to focus on these elements.

Technical Codes:

Technical codes refer to the various production techniques and tools used to create screen media. These can include camera angles, lighting, special effects, editing techniques, and more. Technical codes are used to create a visual and auditory experience for the audience, and can be used to convey different moods and emotions. For example, the use of a handheld camera can create a sense of instability or chaos, while slow motion can be used to emphasize certain actions or moments.

Technical codes can be used to position the audience by creating a visual and auditory experience that affects their perception of the media. For example, the use of camera angles and lighting can create a particular mood or atmosphere, and position the audience to interpret the story or characters in a certain way. Technical codes can also be used to emphasize certain elements of the media, such as visual effects or editing techniques, and position the audience to focus on these elements.

Overall, the use of symbolic, written, audio, and technical codes in screen media is essential for creating meaning and conveying ideas to the audience. Understanding these codes can help viewers to better interpret and analyze the messages being conveyed by the media.  Media codes can be used to position the audience in a variety of ways, by shaping their interpretation, understanding, emotions, and focus. By understanding how media codes are used, audiences can better analyze and critique the media they consume.

Positioning an Audience

When we say that a film positions an audience, we are referring to the way in which the film uses various codes and conventions to shape the way in which the audience interprets and responds to the film.

Films can use a variety of techniques, including visual, auditory, and narrative elements, to position the audience in a certain way. For example, a film might use specific camera angles, lighting, and visual effects to create a certain mood or atmosphere, such as suspense or horror, which positions the audience to feel tense or scared. Similarly, a film might use a particular soundtrack, sound effects, or voiceover to create a particular emotional response, such as joy, sadness, or fear.

The narrative structure of a film can also position the audience in certain ways, by presenting certain characters or themes in a certain light. For example, a film might use a protagonist who is sympathetic and likable, positioning the audience to identify with and support them. Alternatively, a film might use a villain who is cruel and heartless, positioning the audience to feel anger or hatred towards them.

Overall, when we say that a film positions an audience, we are referring to the way in which the film shapes the audience's emotional response, understanding, and interpretation of the film's characters, themes, and messages.

Positioning an audience and manipulating an audience are not the same thing, although there is some overlap between the two concepts.

Positioning an audience refers to the intentional use of codes and conventions in a film or other media to shape the audience's interpretation, understanding, and emotional response. This can include the use of specific camera angles, lighting, music, and narrative elements to create a particular mood or atmosphere, and to guide the audience's attention and focus towards certain characters, themes, or messages.

Manipulating an audience, on the other hand, suggests a more negative connotation, implying that the filmmaker or media producer is using unethical or deceptive techniques to influence the audience's response. Manipulation might involve the use of propaganda or misinformation, for example, to sway the audience's political or social views, or it might involve exploiting the audience's emotions or fears for commercial gain.

While there is some overlap between positioning and manipulation, it's important to distinguish between the two, as positioning is a natural and accepted part of the storytelling process, while manipulation is often seen as unethical and deceptive. In general, media producers have a responsibility to use their power to position audiences in responsible and respectful ways, without resorting to manipulation or deceit.

The same tools can be used to manipulate and position an audience, but the intention behind their use is what distinguishes the two.

For example, camera angles, lighting, and music can all be used to create a specific mood or atmosphere in a film or television show. If these techniques are used with the intention of enhancing the storytelling and creating an engaging experience for the audience, they are being used to position the audience. However, if the same techniques are used to deliberately mislead or deceive the audience, they are being used to manipulate the audience.

Similarly, narrative techniques such as foreshadowing, plot twists, and character development can all be used to position the audience by creating expectations and shaping their emotional response to the story. When used with the intention of enhancing the storytelling and creating a compelling experience for the audience, they are being used to position the audience. However, if the same techniques are used to trick or mislead the audience, they are being used to manipulate the audience.

So, while the same tools can be used for both positioning and manipulation, it's important to consider the intention behind their use. When used ethically and responsibly, these tools can create engaging and meaningful experiences for audiences. When used to manipulate and deceive, they can undermine the trust and integrity of the media.

Resistant Readings

A resistant reading is a way of interpreting a film, television show, or other media text that challenges or subverts the dominant or intended reading. In other words, a resistant reading is one that goes against the grain of the text and offers an alternative perspective that may not have been intended by the creators of the media.

For example, a film that is intended to be a celebration of American patriotism and heroism may be read by some viewers as a critique of American imperialism and aggression. Similarly, a television show that is intended to be a light-hearted comedy may be read by some viewers as a commentary on social issues such as race, gender, or sexuality.

Resistant readings can be powerful tools for challenging dominant narratives and encouraging critical thinking and dialogue. They can also be empowering for audiences who may feel marginalized or excluded by the dominant narrative. By offering alternative perspectives and interpretations, resistant readings can open up new possibilities for understanding and engaging with media texts.

However, it's worth noting that resistant readings are not always welcomed by media creators or by dominant cultural institutions. In some cases, they may be dismissed or ignored, or even actively suppressed or silenced. Nevertheless, resistant readings can be a valuable way of engaging with and analyzing media, and can help to broaden our understanding of the complexities and contradictions of contemporary culture.

The preferred and resistant readings of a film refer to the different ways in which viewers may interpret a film, either in accordance with or in opposition to the intended meaning of the filmmakers.

A preferred reading is the interpretation that aligns with the dominant ideology or worldview that the film presents. This is the interpretation that the filmmakers intended and that is most commonly accepted by audiences. For example, in the Marvel movie "Black Panther" (2018), a preferred reading might be that the film is a celebration of black excellence and empowerment, as it features a predominantly black cast and explores themes of African identity and heritage. Another example could be "The Social Network" (2010), where a preferred reading might be that it is a cautionary tale about the dangers of ambition and greed in the world of technology.

On the other hand, a resistant reading is an interpretation that challenges or subverts the dominant ideology presented in the film. This can occur when viewers bring their own perspectives and experiences to the film, or when they identify contradictions or gaps in the film's narrative. For example, in "Black Panther", a resistant reading might be that the film perpetuates the idea of the "noble savage" by romanticizing a fictional African country, rather than addressing the real-world issues facing black people today. Another example could be "Joker" (2019), where a resistant reading might be that it is a critique of society's failure to provide mental health care and support to people in need, rather than a glorification of violence.

It's worth noting that these readings are not mutually exclusive and that a film can be subject to multiple interpretations depending on the viewer's perspective. Ultimately, the preferred and resistant readings of a film are shaped by the cultural, social, and historical contexts in which it is viewed, as well as the viewer's own beliefs and values.