Blog 4

Identify the key concepts that are relevant to your research. Review its definition and its relevance to your research topic. 

One of the key concepts relevant to my research is Stuart Hall’s encoding/decoding model. The definition is that encoding is the way in which texts are put together, and decoding is the way in which these can be disassembled for their meaning. This model was highly influential in developing a cultural analysis of media forms that was not based in the concept of the circulation circuit or the loop. Hall argued that moments of encoding and decoding are ‘determinate moments’, so that raw historical events are not simply transmitted by the television newscast: ‘Events can only be signified within the aural-visual forms of the televisual discourse’. For application to my research, Korean dramas are supposed to be encoding some particular messages in the way of the plot or structure of the characters’ personality; however, the audience may decode it into other meanings based on their own perception/focus/impression towards that particular subject. For example, in the Korean drama “Love from the Star”, the lipstick which Cheon Song-yi wore in every single episode has caused much attention from the public. Indeed, the lipstick was actually just a minor part of constructing the image of the character and was not intended for promoting the brand of the lipstick. In this sense, I will be able to explain/get to know more deeply about how Korean dramas have such a significant impact to our culture, which was not expected when the dramas were filmed.

Another key concept is Subculture (Mainstream and alternative media). Subcultures are values and norms distinct from those of the majority and are held by a group within a wider society. To apply to my research, the group of college students who like watching Korean dramas constitutes one of the subcultures. At the same time, there are some other people do not pay much attention to Korean dramas. With reference to the Subculture theory, I will be able to explain the differences (in terms of perception/value/consumption, etc.) between these groups of people by analyzing the information collected through the interviews.

Please report your research progress

Three arguments for my research topic have already been set to facilitate my research. Also, a set of interview questions have been prepared for my research. A total of 10 interviewees will be selected randomly in HKU, CU and UST, and I am planning to kick off the first interview on next Tuesday (after Easter holiday).

References:

‘Encoding and Decoding in Television Discourse’ (University of Birmingham Centre for Contemporary Cultural Studies, Stencilled Paper no. 7, 1973).

Student Name: Lai Hoi Ying Ada
Student Number: 10585315