Naan Fiske, Television Cabdare vggea Rich Dede Chapter 5 Active audiences 1 Text and social subjects ‘When auton ar snerstod a etl subjects, sn Mae's wok ‘hy are sen rele powerless and tative and MacCabe alee ich ae Heat develnped thi iw the otoxy of eee theory Bet ‘ew dcnting notes ere nrc inthe pages of Seen a somber of| Sorters uch Morey 1960, Wileman (978), and Nene (1977) tg ‘Sheng hie view af he adj, pail By iting othe ference lctwec thecal wd the texuly produced ejects Tess set hv hatoy, hve ina patel al oration fo mi of se gender ee reon, ec.) and icons by scompen caltral stry hath ‘Sci a tet. The bjt rel fom ea” oc experience sod {eon mediated extual experienc. hata eis ewer «pie the momento reading ‘Wile (1978) wre ‘here romain a anidgeable gp Horcn “el enereuhore and sree sree nd marked nad by he text Real eens sre betes story, ng seal fomitian,rather than ete sb Secs of single text. Th typo abject ae not commensurate Bu forthe prose of orion el reser te speed ta eee with he conutel readers (p.,qutedin Morley 1980: 159) ‘Mars (19804) wen on inseam idler, He tok tne fase of Namie hat Brnsdon and be (1978) bad any and ‘howe troup of between ve and en viewers a swe 3 ner {tue to ancther group. The groupe were dened prinariy By occupation, ‘hough he ae noted thle gender and vce. The ewypaionn snag tnpeesice nk manger, teacher setae eden, lak ra avon. Tae ecg ofthe progre ws lle 2 Active audiences by an ope dincusson, nual of about hity minut eoeding ofthese ‘sus re he pune dita with which he worked hos grove Beene he wanted wy tree the eepones of socily {xed eubjcty an thecal dimension would emerge om wha groupe [Sincommon: ection wa he rte Sone cl he poy Beene ta roe dene of clus, and els, seseding #0 Pat (1972) and Hal Uist), the mnt ingest acer in peeduing silly aad Arne of eading "What Morey found watt Hal i following Paki (1972), had one cenphsne he rol of ae in posing diferent ceadings abd had nde. mad the arity of detente of readinge. Th the readings shee ‘Se erouing st expected cose alate! bak ages ad fpprenter, Kr crample, produced rou simiur readings dete the {Ipeileeoces: ton did ome oniverey stents and ade aot ‘Weeouldespain there apparent somal: by ggg th the appre ani bank managers were ana contrite aubjets of a expt ‘talaga thi they were beth orig thomeler sto the dominant Sse lle tiller pits) thas fad a sbared trent it ievhasstons that provided thom wth aye of ring the Soin ‘Seta they th produced ar and more oppaina reasings “Tie work of Morley toca chaos a a senting cloisonne sewers The cect of ehmgraphe sy {iy that people ive utare Ty ale fore xn sf emp I rom te etal and feta constuction of the sbi sca nd Wty sane pop. cen ue that etal pple ae ‘Ghniona wath and ey stl teers programe xvas the Sirens between people dept he soc coaracon a prlaes the meanings and please thet they find in television th eotadis Pore ha setts ungolriyof tevin’ meanings anderen bjt, Hess uo acount fr deat tnt the ssa ora ‘hcratonal foro Hons (1980, 1982) sur fn which se wea frmveninteciw wen negated levis he domestic ed ly Tre, Or tke Marky's (198s, 0) or Ange (1985) ork may use ‘ewer veraltions of tee esponss to evi sn winch eae maven {Wan etaograpby of Ssorae OF coors, Habso aed with her subjects, "to, andthe dcoutee aut he wean tc ves ae an npr pa her dit, Pane (1986) cmb vneretons een ewig theirhomes with interview nd quesiannaies Al hese stdin mone ey ‘rather, tae dilereasr sant sewer, moder of wewing, and te ‘tings ae plate produced. "Th eatin the ewer requie 8“Television Calero sini esahation of he ot, Teta ten fern sow hae to tp {renga closed tent that oe whee te damnan esogy eer roederbl, yt ttl sunce overs ogc actor ad there are oer se ee, Anas ha py len seni th esta tee preteen ot lost aed more tate pape and paces tht pn tevin Uipte meanigy one reed by the etal Sactre, Du at res rom ‘ew experince ofthe reader. af (1) pected eating tary wa an ely topes for this totaly Bray, he apie sha viewers whore socal iano ‘eric th clan ign shem comfrey wit he dina logy ould produce danantreakings of ext; iy ey wold eee Prefered meanings an tho ae wh he dinaet weslogy. Other ‘ewer, hase seal sation plied them in opps tothe domi ‘aeotg. wuld eppare st meznngs the ext and would produce ppostnaseatgs, The apy of sewers, however are. probably ‘Ried ot tn posne of cfr appetion tthe dominst ‘sg, in aes tha conform oe sme way, Bt otters hey ‘Reopethedansnan dcogy ones, tay oe nee ee the ‘endo her pei uation, ‘heve viewers wou, Hall argued, proce (egristed reading othe tent; shen me rending tht nt the ean frtered by the dminntflolgy, to take hts abun the social di rons of diferent viewers ‘Tiss omiant eng ofthe ar art segment in chapter 1 would tna bya white, oll, norters ale, an wad coors {Due soinan slog 23 tence inten, An optional rence Init be made by Hispanic member ofthe working sae, who od ‘ee the dont meagan lesa eed yee prota est {hey spp hi ean e ght suppor the eres of the span ‘hin se osolutinary sete again white caption. A suman, howere, Tit produce noptated reading, which aceped the ei fae. Terkel the natives but gone within sc pec dgnieance or the ovine, her acon, andthe alesse embod She would tho ate te evwecapinzation on her look and her jowly ane of exer female power sth, but mt agit, pach. Te hatons of his theory re ht overemphasieclasein elation to ser social factors that pies tat the Ure Opes of read ae Fought equl practic thee are ey ew prey dominant or pres ppoctonal ratings, and consequently Wewing tein sx epic proen f neotatn been the text an! He varia ocly ted Fender ‘The tle uf she hey ee in te fein the fe fn omg {stoigcal losue and ines sry oth tex anda he rade the ate of meating ‘Active oudieness st aw far thi shit goes infers, ater of debate, Hl ares tha whe levson programe iowa arity of mgt or opts Inenigs ther stetresayepeer a meaning tat generals pate the domant ideology. Te te sg theming tha sheeted sth or opposed Ie mre peedutve wo hn ow wo such of single prefered meaning, but of rene of preference the text that seh to persone meanings and ae thers fT an elabraton of Hale Finda rejection oft, fr til se the ens rata olen, 1 potenti of unequal tenis, sme of which ne preter eet at role tore strong tan, bers, and wich ea onl ke stot by cil state ewer ns proceso negotiation twee te ee ah he "eu 1972) chor of aberan sading sels. his Eco sper that whenever tte st signct soi difeenes beeen the ‘oder and decdersof ext then decoding wil cna beter. ipsa means tha the fxs wll be decd by ile of eae sed ‘verions iro tz peat ring i enssing or esti andthe ‘esting mesnings wl hus be deers ore y the aca ano the reader tan by that ofthe ender He eanude tht or tis omni Yan be tery defton are dst by nde vary of sch ou Beret decoding oe, arn ee {nee eat ofthis ape [sal deta vme recent ethnographic ud of tseson viewers nthe evidence they provide the newer ality te fuse the own socal pene ange ont of the sense reamarcet Proved hy eens, Thee tases maketh hap pot ae the Ish. The preceding chapters have soloed tlsiom ne fo cost is prtered eaige and eer. Sve ome wl emporio ‘ences inthe production of essing and pare 1 Making meanings Mock (1980) ws the ft op thie ec adel! eo throng ‘empl invesigaton He work eal ity ton key epects of te ‘eee theory a lane renin, and view ofthe elatonship Been the lesan the ead sbjer, fr ett the get thatthe sogy estore ofthe ext motes esti to posion and eon the sobjectvity ofthe venders «subject dol” Bank managers snd Apres are already pantined swarde the damna sly, 0 me odes and ae unionist. Reading the ccvon tat Hise‘Television Cire esti between tis exiting sujet pi and de one roped {he teat sel, and in tia regtaion the Ya af power te wh the ender "he means fund inthe ta ae omar the abject pont of fhe reader more than he reader subjecinty i subj the Heslop power of the text Tole poplar, he elevson exh tbe rend and enjoyed bya dry ‘of soci group, ste meanings mst be apa of eing ected 2 ‘Somber of dlftent way, The tlenion oni therefore ore pose Ind more open than crker ort owed fr Ae nan (1982) pas “ve meme eo cll in thee, but ca be change or "worked on bythe audience hey snake ther vn inerpretaton of perme (0. "rhs rea tat eading os garsering of meting on she tet bat ‘salu (Vlei 173} tween text adhe scaly unt ead, a Morey (95) ae Tha th ncning of the Ht st though inter of which tf courses i enconters in ay pail eestance, aed howe ‘his encounter my resretre bath the ani ofthe wat td he “dcurees hich met, The meeting ofthe tet wil be evo Ailfeentyaeering to the dics (ile, predic, cot fc) bong tober i et by end 4 Oe vol tor in the encounter of aiencebjet al tet ile the ange of di courses the dopo of te aie oH ‘Te Hart Har exec caper {psi ith a exp of inconsistent shat can be ed feral by the crave pests of ‘tern eaden. The windonfpotaetundomat oke oer within he ‘scoure of gees, Te soca damning onde ference, Ws oti ithe ruscain poston. Hay that women em only take sea ofthe techni ‘rr by vein ito the doen Traore le ee fhe eine ine wy tha eres the rats ofthe mmcline, becune Hern ‘inpetnse i the techni pubic world for men, Ii therfore «beter Se predicer of pare ideiogy But A may meet sonpteeha ‘gt nd mst Be ap ol beng ead rm th sue pon ‘One way of ndersanding our sibjectity i that eompoved ofthe arity of ditoures that we oe to make tents of esol oma that ‘instte our soa experience, Hecate or sii experince har vated, tic does vary, a much, au abjesviten are kl to be compoed of utr ef diferent, pws cnteicerydacoure, each bering race of 1 iiferontspeiie Heslop. (A. dacourse ears pecifesesloy std ‘rs that ee othe dant ogy er lyn ees) tou 6 Aotive audiences tl (2983) argues peruaivey forthe contradicts of the specie tis and dour tht comprise our abjectty neh require Us asi eabjetiy a and, eof ug, er 3 ed ite ‘Ax Gare si pin, ot pennies ae not wal at we image hem, on of nied boxes, bo ello yeryconeaitry teen = rotate semen sai wong eet ‘here fst ee dete mon inade ton wo stg to be iterated Femi thee ithe lows ec eta o eb hk we ate ly secre thee na ee ro ga dif nent eles Sieh tat ler bie eeemati fro, bel ang bone. Bren nen {aren wa tbe be od wth thon wich vane the esos iy pole she naarn or, who knw thy orate, ee aleay nano ten corbin wap of persing with eto Sse tse gen cnt el ig Te gues of thon than curegnd torn gen sovomie tice doe nt descr she macioun of pote dela abet thar ‘The reader of th windowiparilfnn dot jae inna reuied 0 en iv in she way prefer by the test. the tens comereative pti {ecorue of gender mck eter # more eral or more vada be the fear the jb il be desde very derety (see chapter 6). But Hal Inlet oe aye esd int ay ata by te ite emer, Ace seit no berate al be bl Ces ‘Sub scoriog to oth ender desursn fh all exe ever of un ‘sun. or her bey Thth he tent andthe sects are nue constructs and bath Tiaige ant Tripp (1986) provide go exarpls of tiple oF cont sory teaings nde by veers Thy a otk wat let leon ts naene, mor whit ds the ece fake af cero ale ‘hy asked how «particle leven tex, seman ple potental | ‘eng, connect withthe nal Ife af the sewer of gap of Viewers They were comer’ wth how leven ex ead, MH hoe ears ine mn by the asve reading of a9 once al how tha acts ‘ding can benplnd in ro fatheney a etre tht the proces of ‘king senmon ete tof saci expen Thi reader wee seal‘alovsion Cutane pebing out, because fers from tht which were. 49 mich ofthe ‘tsarh in thiazea Hodge and Trip asset chen ae nt fo wr pasate dupes ate obe affected agate wil and aur tho ere [pene wicked stepmother eld ttrston Rate, hey ue hater fe engaged i. cnstant ative stage to make sna at of thee si ‘ipeience, and that tees plays input oe hat ere ‘Market research bed fund tnt one oie mous popula rota wih Austin sche ilden ws Primer, step opera atin wren pin sn surcend inthe USA ner the tile Pvc Coll Plc HH. Tie ‘sppened onthe face oft, toes surprising cae fr ane high sh es Hodge arin disovercd that many of he hen found, a vying levels of concenneny and were ale Yo arcuate with arin dees ‘plc asflly scant parle termes the prison ad hen They peeved h lowing nn tie teen pir sc sade 1, opis rebut 2: pupil ae separate lum the ens Pp wuld no ether fy were no mde ob Pui only werk Bese hey ae pated hey dani Soro than ing toga ap tave nigh the can 0 othing sbowt an na teacher ‘tore ar lle whe everyone tn oa, (48) In their diss the oiinen showed that dey mae meaning out of Psirnerthl connected the program tobi wn sca experince, text sendy revels many pata berween prin at elo Tt hee wee ‘scogsiable role pe tnongt sal wed pants th faced soepcle fal uable catgorir wth whith went oul ik” tt sch ex perience the hates old wardentencer the al ee, he we Yo ‘Snake avastge oy the ae you c's and so Say thre wee soar oh rsstd the ini fought al way, the who played slong with and weet goody godin thee hope slong eth ‘athe aufae, but oppoud i wceaty nn so on. Thee me 3 Satie of eine tat app to oth: prsoers wed sere nse, Sometimes of special private words, Dut tore fen of nuded a, ‘ances, ender enentes te eaamunicate sna heme ode the note of and in rst to the warden, There wat ab “ppostionsl saber af the public ares ofthe pian, pata the Tae where nny of hen worked ht praised he opal ci Active audiences utes ofthe beet lads roms special corer they ‘Ran both naturions thre wae cosine eter bythe tele ‘lone sd onal thse ares, ich wae ened a ated By the Thesis spe 0 hop them within the ow altura conta aie {1986 ours grup Tis and Teena il hs ely cca the yrvine nights epode of Pioner n the scholar, some ‘Sc eren ening» nay acer to ply one of th wade! {NNEFTE (I): I we payed Prisme, well Mis woul be oe of the scone, bonuses the loulerand be ued tosses te throb ae watch Pianer? ‘e181 don't hk, ba we'd her wba 6 sermon: Which warden dl yu ake be its? trot: We onde ber oe ofthe rea aes, Ofcer Powel she's Teel bc bu sh'l ight sw core tr a wo one han he, Mis Ferguson elit) 1 esgic tha the Svcs, with her aymbal of authori (he Inuiliony wee cass" sel baddies” "The ears good homered fvlvemen inthe gan fox ark her popularity, yet the aceptance ihe soil teicher ovate wk resis tothe autho she ‘prevented. Falmer omnes cnr om bh sy the ech paripation such ey. Beth hildren and teacher were acknowledging the capt i Ut Ow a tncy congprataughabout in) Pinner provided Aunraian schoo audents wth » lg, + sto alta cotgones complete with ‘cnmcation, value apatems, and esl! nfcton with cht hk though thelr expen of ont ‘cl ern that soe ther to arclte hy powers an tiered hen pote aa of uneraning Thee oclaed + ng Catered” and therafore uate caneptl steps 10 alot Undemtaing ister! ad scl oer relatos, conceptual aeges ‘hic ange fr the puso thongh degree of accretion, 2 Faadesoscepans, Thechidren eed the meaning he reat thereat experince of wal na ny that formed bathe mening ‘echoalandthermeaninget Prone wee each nduenced y thet, td the etween them sneha each aad the therTolevsion Cleans orb (186 fas ound thst young il fan he program ne Ineaning tht they an wet pode worm fsa ey cst or hema, Images strong, ane women igh ie see ‘ing tine viteris faough nay secant oN pas te Hesse Ge he rescues) and» mens af ting 3 en a ‘esata fhe bs cg ht pre he dace ele led reteliouoow) thu they used 0 mike Sen of te wel ces Sons and soe eon story and vesece oe as beth the program and tr subject, andthe sessing tee ee setae ad the eae tht wre une were the oe th me se ‘ist the sibrdina and the powers School chen hve ads potential daa of resiance in the program and tren, a ber ecers have conpisad oe Pouce thn the poprm texte sshd Shae Rees {1886 sind that oe mone reader frre: ave Ba a fore ative tors th husbands a esa hea. hey ave red fom the at of eng allt was stone fey ae thease n opomton co Dt elgkalra fcontay coe fe hers dhe hme = oi ay ave sled to te veneso ee ttamacies. Ths eating seth popes a the murat ee oe fenton ofthe er: tthe aa Res sel” unelg, soe feminine veo mast). ut bythe td eal es oid gh tothe becine' Ber feinine Serb far hn oe es Thre ison eve ht ing in et tha ks ete uence exper cal pore piv ay hee ‘eps ing seo doch change tha ponerse Hoe an Twig’ (98) wads he may tat Sas Nv chet had ent of levnon sigifanes hte. They tae oe en ‘ate astral sty Hit ned. ec ee Amerie Tain, and temcven Fic cal etegey ale aia wil concep he pelt and aarsve paver of moet: ‘nlite sce, nd wan tad in aking tne bol erie) Sapericie. A pariay poplr progam sone the cies wat Dien Stak hoe eating shea aia ck cl sage ya whe fm thy vm Abigale can image te mato ee he ind otha he etl hea, stay eth whch he mimdersoad” and stright by hc whe “ue alee site" atl he ener hat es aa pr othe Wat te Abort des were dosing was abit of» subculture snake sown sei ob of ase ht len bean hedge Active audiences tog ‘he dices of powers hough which they ved hie incite ote rnin tasted shee pened ye Saag Seay, When hey suppor and dened vas Aertean Tose at {neat white conto, they nc bath th de wee rand hey wer beg otc wos clings weve nie trey, eating tenn i hn way proved then wiht mesa ulaing th experience af poner in white-domied saat nt the aity to arial ooes experiences nerry Prue “Sista (1980), o hestes of he Third World reception of lly wend teevson, comes tia conelston he mstge of cate ea be neutais by the Jointed eases wh eas pre their cn ses yeti the ees endian cool waew cle 0a Arley example ofthe abel reading of tlvtion progam is rote bythe iy tht Dyrty har cones cul show mong a the USA (Shit 1985). DED pris (Diner ad Dyan) a aoa ted ay ba in Low Angels aw cee i toope feta beweeh Alesis Krys, The prorans emp om gh seh faci, nd ie poral of serpersna ons at compestive pinsearng ae al ‘eadiy inverted by a gay subculture tito the dacwnee of camp The harster of Alen, plged by foun Calin ie “normaly ace ay the fata ofthese af holier ast ane yatta fepesenttion of emmy, bat ater a dene of wes difeene, {or this bear, hor asl of dro wets bond shuld and omc ‘vere ines embinge ih beeper gto to ny Wada Imcaline tas ins a femnine a prods vee te ale ey a iequaly ubverv of dovanan nie se The real subversion the delgy of the haute Douyse whi saben othe preter Shri ofthe program: provides te sabtue wth ames of matin. ‘ow lor of oppetina eli othe damian ose Kate an Laces (988) foun that iret ete ere mie the ieratian of Daler with ee ow euler i ahs ea iced misertings afte tee gan of Ana vewers fond it incompae th ‘het cultie tht Soe Hien, ving rum sway wi for aby ow her bsband shoud gotaher former lve hut, tend tye to the progam tht se retuned to ber ows lather = ae mare cnpatle wid Arab cure -AL other tine the ference betwee the utr vale of Dallas a ofthe iors wer mabiloed to ppm those ‘the vewesin epson tthe ogra A Marcum Jew‘Television Cultce sevcjvan beng tat en Ral ue at fs ir tah te Soe Mem fu and ie wate of Pee maybe Beth ber. Tce Wane aie vet Pei Fe i 1D Modes of reception The std of cure tnt be confined th Pray of a ‘onfined the readings of texts, forthe nd texts crn neal besome prt te mesg ed eerste he wa. Tees tones hate Ds eh hema vio aga wth clr he Fo levi tential «Jonnie mdm erates art ofthe domes routine by which home ee oemie Hoon OG0) Sete the ames ver a te aly emg ny ops ee ‘tcc withthe women and hei ain, aed hea en ‘ise pera pned ter saa as number of way whch the program, ean cape a cneon nee i imepated to he ouiney ofthe hone. One protien foe te a specs ato wee Hobs main jee st Cd a een south in of the af, an the peptone een oth ns inthe cae of the ome he ve, put of wom tor put of cn of ender ris sal the meanings fete dfecoe he uur, tha wae mpose forthe min te eps the aie ee woman watched tls, Some women agit xt cone oles beng a afer Crate, but fr others the cah seamed neve Serene {his wat the eu ofa eee habund whoa Moh he ‘creda the tne be fund convenient wan spec ee to question the ned of hee oily to hve ea ti tne, teed sehen poston sr uuarhonant ioe a a second place toa fhe husband an shen, The wonen coke ek ‘ning aegis one wasta ten ose estonia loag en Seine ork theca be other wera haves han ie nae aces a ch he hy wr Tn oh eed sesoity: andthe wore tad pinta te Ing one ans an sorting ht the sod wack or he atk snd wate drew tt et For hse wih bck and whe se, ti asm eqs te tomeone thes or ht fr tele ean ponent pt oe cae of fahon, the producer of shows ite Domayne, ee For these momen, however mich they by hae wba tlevson to Active audionces secny the primary plac hice, wan fc ecomay. ad i [Etunwss war per ft meaning of th sabordte posto nthe stl lamin. er thr some howen chaste ws mae ‘emtng tsb or thse who ted son, rsoods mi it ary ctr acy at ae of srecsing, they washed Ile taco, Pie (995) er ebnugaple study of haw chien inert with ceo ep star fndng. Che's epson the tern “Trching showed how they intend ino te hostel route athe sfepon | wath Sion Toes Wander Wor afte tha ssh Machate al hen ot go and do womethin, nay Bomewo meting, and when come buck wich Fa Feud and then The ‘ran Pree fg, tad watch se neweand in that ete ae td he crchingup att watch Soe and Dangers anon Mond 730 Sesh aya Har ane het {wath Prone ad hen Bd os) ‘She ao fond sha iron matched with a wide variety of modes of ‘enon that ra fom pt tt abn en wth he cil within a lune fen the scents very lee ontring, when, fr ntane, "ek et pla car wih hor ek eon nd would rh ond tetas only then smehing on he sal sch oe auger exh isl Neancotin. Peo af tpt steton arly lied for more thar tn tere, aed the age of scien tha cldren combined with Tir woching af cleicon wat vemarably wile. Pl (9866) i feentyilerent common acetier tat range ‘rom doing harework, rough butting neds o ding eat work fos, dang ing, jong, and ping. Witching wit pos we very Commas even min gli ere repented opt to sare he ces sew Igy swimming on the se of the tanh nearest oe levis et! Wile ‘ch ster donot tas ste the mewings that ewer soae of tle Shin they shoo how viewers ieteperate television no th daly Te nd se sxely dorado conta by Ha 0 many ct sould ee Television, tobe popular, mst nat oly conan meanings relat toa wide varity ltl roe eat sn Beep a being wate wth Silent mos of ateton, hae Torey (0984) eal "regimes of wath ing Viewers ny watlevison a primary atty when they aed tote screen they may, ic some a Hobos bounces relay ve {esscond place in er nena wie they do something ee oF they may Ine ton buco while hey read the paper, converse, o do hae ‘ore; ganesh all atetin omy when am Wess takes «cog a‘alovsion Gltoro sce id for rite 1S en of Bris viewers by the IBA found hat oa people were dig sumthing ee while they were washing ‘ekewsion~ cling, kati, taking teehee nd the leon et {Seca when ale he sr Pach and Morn (1980 mae he po “Tositand watch a progam ikea Contry Practice wth hosel to be remind what an nen socal activy teva i Wwe tl io cach ter while the program iin protean. ‘They move fn and eto the "om nthe cure of doi houseba ts oe hater. The TV stand he program are ust par of + general eneanment in which viewing oo 239) Some may lisen 1 i rater than watch = McQuti,Blaner and Brow (0972) fund tse many nen sane th howe ding the ey had he Ieleriion on beeaae the saund oi oites dete ol sone rd ‘Talla and Morn (198) and buon (198) have both shawn tow ‘aan this compara ifn tee, Tenet chapter wil explore the effec ta ths vary of eines of watching opal e Iclevion text: Tor te moment me ned to not thi eer en he Sominating monster feat thot to er ewe eve considerable antl nor only overs mesg, but gr the ota play te i mtr yin hich ein dle rm Sm, wich a to ‘Sein oats th i lie pe a ‘nd becomes subject to or dcr. Te tg fom a ala pce bears itfereot meager differen members te fey fallin Seep a nye Sos pave he elf dant Ionamin elon pe hc alert ely naps ‘ice lane nage yen ta engin case “ici Te dtcon enum a becca pcre cnee ea tiferen soi dicourses tein brought to bea pon so, ae us ‘set angel Dc rican wth way ated, oo ‘Stonandol dong at wate em eal on aprotic Active audiences ote of dhe ae, wih 48 we ave seb, gensely patel. ‘The paint eli i tin i are in ati, HSIRATSho sce their ordain in pati alo thei le EegSnerese ely assy ret ero bons Rowe e ‘ie af and sometines Sick sain patarcal dorination, and tleion ‘LiNctome part thexsance, Many women kre hi the husband Shptoel Chord a dal thee wechng - Warhing Became for SEES Gn) ctw dance cing of pies of feinne ear) {Resor within the meal hegemony Like Ra's (944) romance Tend ts ctstion of thaw ural space enabled » sl generated ‘nse offi ey te progam Sneame pece of popu alr pi! (oe chapter) tat women posse, but me dd ne Te wore’ ‘She of eultural psn f the yoga, that i tr ear, as [tonal ote by changes mad to by th produces 0 198 Tse [cused changing ts sti te schol, regen fon to es fpiolees werk, ss tently a, deidng ween the mas (Grate character. Thi ge we ite exressed tees of a oh had they got todo the tom? Rd the they ws arena men ao ‘itor in gona sctng against the etree of waren Cota | Ike women vvers hema, he program ad the watching of (Fr the two ae nspaale) cae constite a pee of cura expt for waren. Samet thi WOM {altro expres dae apston to ha of tens Cauda ‘iter omeed ith the nets, whieh ether rede flowed it the Ha ey enn wg The eh te mr, me ‘ork by Foto (1980) in wich se found at omen fequnty fk thor dy to hee de te get wie the fathers watched the 6 Wah Creare nthe fice sf uncuie disprove, and ender sanding interne of fs penton ta the meslne clr a the mew manent ten right onrbute ta the ane othe icin; the, pay atl el a wat Mle (1986) allt poi she faiy. "By tins eee to he ptr of power nd emtance wii the every caltie the home. Ube two voi axes Cis power art beswcen pants al ie, and nen women, Parent equety ae ‘leven nn ane of cipineyyrtlly 8 depeing eile of bieming e+ means of pusiet. Rogge CNT) records x typi instance hh met wa on squily rpc of retanes, A sngle mater of Pigs senmes nc te fm pies and year snaTelevision Cuture shen ter hr wl o eThye fey ome wee ey at me They know Iden ie hong nyo. Enea ae ae reat ad schoolteachers frequently fs isthe respi sod igh 10 “guide” chides viewing preteens sh posure pln erie of an atte ingen tell tates up eee to enigrate lens elt ses Powe lt len operates ond i mek of responsibilty, nd eat fequeny eared theegh suena we ‘Serna though dnt consel wr prchion Hodge and tip (198) sve a nf ght it hia pws They fond that chien learned iy to ding between te erry ‘wollte of televssn's moder of representation (aay Ts the seen sinanceetwen the teat athe realy. Catane ae mae oon any formulaic watratves auch as The A-Team areas me leh see, wth ts Forgrunded “rth” opty fa hee el ot olay. In grammatical lene, cant snd The AT ope Conia made of the word ofthe "as ” News, onthe oes a peas the inenive wade, wild that a" By Be geo a hie ha eed we digi even medal a th se si ‘ope ely sith lence in catime snd The A-Town wh ey reed rd a hale as vinene onthe en, ys wth ue hat pas ged teachers wanted them to atch. Che’ peas cau formulae aratives ie source of worry a may pets chdengns ‘ares wih a vagly defined echt thy ae sao lon Silay, en denigrate worsens ats in ilvson (espe rsp {Re wets moe of wating (dled cater thm erent ae Moser 1986 sommarned in chapter II), and wore alk sat fe nck ‘ncn al "gop appoint th oct ae seat herpes ehh "hey Opicly tle to a "dncuson” (Talingh and Mos ay, Soe eres have adopted ths mule ale sytem and denigrate seis tases ("Typical American ash eal, toe (ey MBE 3) bier te ote ame of the talc of tht aaa ase {hat he meanings pleaine tht wore in sap opt snd cree in extant ae fev iBetd by tie situation othe pola te fen en pat ol he earn veg then bet th deere Simiay, the sls preeence far news, docuentry, spot, and realtone” dn beers nated nto tear nts fen eae, which in ut awstats cag ‘pun the hooshold nat becuse he i more power, ut Bese te Progra he peter se intl "beter inves the ihe "poe his viewing hats general tec of undisrace tenon ore 76 Active audionces et of the hohold and to dean tht te ren ad ike efein rr lingie eeseg(Mstey 1986, Hos 1980) Trsvison, with abeny poiteed pictures of the work, eters cutest tha i ome by, and sujet sta oll ines of power ‘eee it crcl psn in elles an uneina or cuee 1D Gossip and oral eulture Te word gmp eco phlei Saou: it onto creel uy dtm aed topes bn, ora trite Bat thw mptne sonar anolyte ony oa Snactading tale oon ae It om of “elfen {Gengiey Dy cit nds tr Gace armen Soop inde ener oa ote they ghaip abou he ow sad SEMI ae tbe nap hone weer nl prom: pa oy i an ope mao inbiy treatm Ral eer on telvonngemen th te iso th pry sda itn em int ya ne thon ‘ler oh ea of TAs Kate a ices 198) ys eat tre orp Ut pope ar acing Sod eveaig yt tama he nguyen hoe ep A Hsu 7 nr rng wh tn Sry a saw etn a cas the sna juovin thay soot Pwr GOR) et pa ‘ou cme bck the es dyad jue ay if oie "Oh, ae hon hat append” nd an sn so, You hwo, sar ely the best pro abot TH. Hed f taking wit your inde sboo x. Probie pon Prob cap itmae ten, iat, 12) conve} ‘ses and gratieaian theory sn tography alto regent sume at Such a socal ue inten adegonte explanation, and they al sek fee goat rea ch ry anata ormueh chu and thor atten fs We decd (0 the mat msn in + mas city toa we hve tended yore the ac tae Sit tnd ny ol cana eoTelevision Culture leur and snrinnent note me (oe Casio 1987, Hay ant ‘FRepa 187) we tend ng shat univers many aoe in ge Spat and mot logo ated se seo ce ‘mca nga, Ande ein eghborods or ommnio Aad of hess earations we talk Macho hs tase the oe ‘nei nd ral sonata ach of ptr ig ‘hurl fcon fo toe commode that ty treat ee of au cial enprinee nich way aco make thane lagu and psa cus "Tese meaning es posases a tunel in comtrcing sc elation a Won se ft Fen (eg. Heuon 198, frown 19872, Brown art Barwick 1986) ave bean o eva sep ats wom ale aod wey "ha ican be both reste are fo pinch. Tuleh ed hee (1586) ah ind pute ve fr momen ton tsi wal tefl be ape in hi enetons, a - tions si 0 gus Sshichmaor eno for ter pt dan of supa They cepa ge jun oadeguaci oto the vewing baits of women Arts manga sale of gsip an ection tele, women ae inte on he oe deyunes, she own ptenal anh ial spr, the face af le Shmuel, p28) ‘The fut hat me consistent deities 2 yng at tt ecogroe i ara call fom tribes easel Tae ot sir foray reconvene hry of Engh pale ee ‘Scot clin and Wale oo he et a of te Bape emus ss 1 tthe tie linge fr they wel bre’ hat acl eed ‘spied gui onl andes ia pail reste, deed ‘tana lnguage ote open with shh totint sada tare set cena th egal sn ta sh al Prorae curl emt. Lite maa chigy cone ak 1nd posi ate eat ormuaic may TV erm boar see bt tg exventins of ak vay widely he atl Stations ca ee ‘hin whit itt peat Teemge gt this om ele eae {nh ous om al fers rp ay and the leat the eaneeson, ihe his sou see he oa ad ite matings fhe est ht rete nthe elt ned perl cant Kate an Ligh (1966, 1985) ni sid fei autres Daas founda Active oudiences ovog ae fe the programe, people dca what they ave ee, and ome aleve undetaningy Viewers wetely privet pet and evant the programme ater of oe ultras ad poral lprone, slots ieeporaing on “Tis incorpertion af the program iat lel cute isa tive oe procs ht denies any overwhelming precedence oe Harn ele ‘The aden pact the meatngs of the pop way at he lysed mogul can ester forse nr ote arc i ate pry, Bee the cane ew sn ingen and nc ie othe sil uation he oral THember of thet community can priate mee ot less equal he Pralction and eu of negra dove wat dag ete terface with ae culae orl ute neces bring it set scant thal pen yc the views: Became the produce meanings. i important part of 4 ma-pedaced text tility to apes toa ae Srey of audiences he eve with hich conventions can ba Interact productively el the smmenane a the sen comma wii Ths Gy (sy, tun a a hs hae toe enventon af dyn ap operas "hawnes," ls eancesh with elton Sips and reactions, the reales ts ehuraters) sbble 10 Inca Fruflly an zeae th es ip. a 90, Io ato hsp fat sop American nce the wath ns oly cepted, a the ekg of iatinsey wit th carats. Bas “gong” uaiy whieh ams to fae any tanston to dikensson of onset and Ce cle stoi It rly tht the continuous dtr ow ofthe programme, fn weck to ech the fay slo ier ‘ewer tien chenmelen inns haug o icunn, (0984-32) What Katz ane Lists (1985; 18) ll Yoonveratione wth sigan hers” hlpviewors let "Wrames for eterretng the programe and Pes, sncepsting ito tHe" (195: IB. Talk play nei Ielein the sail yaoi meaning naling” (Kat and Liebe 84; 25), As Tuleh and Mort (1986) put ty "i poses of watching ln i ‘import because tena the ewe ogo Dyan i or ber iaiialty ‘nd eal an grup seactons, group owlege” p28).‘olevision Cine ace ro maya: eons auence-rven caning se cn besa ben check thee seit get brome as Ty as {Childen, oa, havew dynam ral cute tha tera wth he ake of and slang, and, indeed, we televason a8 the raw material ou of hcl te (oF producer and consumer. iL tt ‘5 The social determinations of meanings ying deine aly ti he cord ofthe ‘Activa audiences ut eer scl pstion mechani predues eating fr him oe ees ay tat would pra! the athe ay tha ots ef be {haghio wor The word"dotemine” ders na refer sich mecha Sev coume ad efect paces ther Wane teen ost The ‘eft vouldbesiialourosuget that all member of te weking ‘Sir al ween wX! constr Mena sng tha were Steril ii lito, ale ey 9 ‘Gk The boundue f workingclae expeace ro feale experince ‘Ene pany room or sien tensor any ne peo i apetel fbi wc vey of eh determination $0, token eunpe, 4 Caine {ral unions working in # Dev ca plat wl iit ora as el ‘Spence ite diferent fm, sy, 2 raenant, "apopele!,” apr ‘ect worker in Wacom. The range of fallen of Tense steal xpence in pty probly even wider and te chapter we eked osm ofthe riya ot once th work devel til hijsent The srgaon tt pope uate, thi consionee of ‘tand hiescil raat produce aly ae than gene Sis, does ot wea tha all people ate cone each ter, heme Puc of an eres ancl ald The oil hire of popu scetien Erdivene m werere carat dewcaces te somaced tof suc 3 “net fei xpenancen soil free ato provide ora mc India ilerenearany mtu gare bask theory af oc deter the onl es rn for inal an xe deen, rps then: Butt alsn emphases hat the sian ieee se rodued ocnly rater thon peep, an tat these lence xi thi ad thesubjcr, a More (1985) put ‘he same ny be sinlneusy a procive worker, 4 te ‘member, asoppterf the Soc Demure Paty, ou Hc, ‘howe one aie her ns Choa, oa ety tates pinto pint ut ta thse sontadcayeubet puto ar rot al eusaley lesa, bt that same wa be tore pose hers and sme dependent on oer Hu acento how these erent ‘oct pontions,intersigin ahtovil(ough hypabeicl) ewer cn pode contradictory rndings of the se program in eet ed ex fplary da Tendon eto than ue a ge Peshape thse can be made clererif we tke a hypatl white male sorting sup steward (ientied tn the Notoide poet) and fal hi homey nd ok at how he might reat to nother AnaadTelevision Culture rogram, this nls hme conten. Frit wo sem ly a ioe domes contest, ava ro the napereeguing ars yo lap stewards with wont he vend te" eee nae the Navini iri, de inten Mi “oppostal seine it {Ml odin ure us abe nk st how he mph ego isc ts hypetctat Naini on ferent top, Saba won ‘spoon as led hin to be ied in ae ura dsunea a {us dap the weaker ame supplied by the dementconens he el ail produce at oppritonal reading ofthe fates on the ne round af redundances: However, he working ea posion a dee nono a particular fom of hosing in the tne ty whch he ced war, been rantorned blo his ye curly by hoa ree oe ‘he National ont come clnet to expres isle chose in shout the tanfomnation of his reste ie noe tose oh oe earn he ews of bic yh sta eines that ston bes ee slo to a dominant reading at thi pnt, but then yok he een sic fein an ier cy area inci him wo elec po en ‘ngc So when the ne! tn on the pregame tums wo bags Brixton rats he pees 4 negtisted rending, suspicious both of tek eu and abo ofthe patie. By sae tes of Natanuade at ei ‘veto asitation comedy in which ee san acl woman enya ostimsand hs rian within a wali ale of Incine him kes dominant reading ol he papamme, tents hs ability of what Graber (orthomin) bat ale he nomad Istviy” produce meanings dha span tc whole ge esse done 1 the oppo evidence of the avy ofthe tener sn peda ‘ening and of he neil decrminatonn tat wade th ea ‘Negi meanings with te ilvson tex i'w cursive, so heels ci proces, sn ot an india one, etl aa ts tated viewer stv, sem conrling lint. Males omnes toe bypotsti cwer sis inde a sujet cose by amar cous bt she, the parlor perion (who representa wee combination cmecterta od fc incurs), who maker the Rang he the Ucoonee bet, 'esk” so him n ny spe sense. Taher, they prove hs wih oe stu epertoi ofeaoures wth wet ore oa) The prduction of mening feo et follows much these peace ‘He consution of subjectivity within scety. The reader prodice near ings that dive rom the interaction of shes stark oa he ae Sores tuctured ino the tent, The momenta veading nwhoe ede -Aotivo audiences cee oe ctl taal ces 1 te ol iti cr ee rt Se ee oteacione ane an caer esentations and reality, a yap that docs not appear t© ter cept af ations. “The effectivity of social relation- seer ie prepared to nd tht noteersin “meanings ate powerful enoagh ea on meanings” (lodge and ‘Tripp E586: 14). mated a circulated orally. If the television programm fails to allow space Pe a a ak re ed eet 2 Ietenthe peadcton sf men pleasures, and must provide the