In his analysis on whether meaning in messages still carry specific discourse or ideologies, Oh (2016) explores the performance of American women artists and how they appropriated Japanese femininity. Speaking from this perspective, Oh (2016) notes that through the use of Orientalist imagery and appreciating Japanese femininity, American singers such as Katy Perry and Avril Lavign created a platform for these artists to leverage their nationality, race and class and as such not only exercise power of Japanese artists but also exercise enjoy the privileges that were denied to them in the United States as women. In this regards, through their performances, the Japanese audience perceived that their feminism culture was appreciated even by foreigners. However, through decoding the meaning of these artists in this way, they ceded their authority to these artists and as such, they were condemned to a place of being perceive consumers of ideology of feminism and freedom for women from an American perspective. This means that the media often has a certain meaning that it desires to be decoded in a certain way in order to gain power over the target audience.
在分析信息中的含义是否仍然带有特定的话语或意识形态时，探讨了美国女艺术家的表现以及她们如何利用日本女性特质。从这个角度讲，Oh（2016）指出，通过使用东方主义意象和欣赏日本女性气质，凯蒂·佩里（Katy Perry）和艾薇儿·拉维恩（Avril Lavign）等美国歌手为这些艺术家创造了一个平台，让他们利用自己的国籍，种族和阶级不仅行使着日本艺术家的权力，而且还行使着她们作为女性在美国被剥夺的特权。在这方面，通过他们的表演，日本观众意识到他们的女权主义文化甚至被外国人所欣赏。然而，通过以这种方式解读这些艺术家的意义，他们将自己的权威拱手让给了这些艺术家，因此，从美国的角度来看，他们被谴责为女权主义意识形态和女性自由的消费者。这意味着媒体通常具有某种意义，即它希望以某种方式被解码，以便获得对目标受众的权力。
Theoretical frame 理论框架
In order to better understand whether dominant discourse or ideologies still persist in the globalised media, there is a need to consider the encoding/decoding model of communication, which was developed in 1973 by Stuart Hall (Shaw, 2017). In his evaluation of this model, Shaw (2017) observes that there are there are three ways in which the receiver of a message might decode it namely preserving the meaning of the message when decoding it, decoding part of the message with the intended meaning from the send while rejecting the other part of the meaning, and lastly, decoding the message in an opposite way contrary to what was intended by the producer. Arguably, the application of this Stuart’s theoretical framework will play a significant role in determining how the modern audience respond to different media texts particularly those that carry specific dominant ideologies. In other words, this model will help explain whether the target audience remain passive in their consumption of meaning in messages and as such, accept the message fully or whether the modern audience rejects some specific meaning in such messages (Bødker, 2016; Hodkinson, 2017). Stuart’s model will also be instrumental in helping shed more light on whether there are instances where the audience completely rejects dominant meanings in messages. Importantly, through the application of Stuart’s model to this study, the researcher will be able to establish how factors such as culture and social backgrounds play a critical role in determining how audiences in such environments decode messages. In this case, the researcher will rely on this model to establish whether the growing globalisation of media and the emergence of new social and cultural groups have any significant impacts on the way messages are encoded and decoded in the modern society.
为了更好地理解主导话语还是意识形态在全球化媒体中仍然存在，需要考虑通信的编码/解码模型，这是在1973由斯图亚特·霍尔（肖，2017）开发的。Shaw（2017）在对该模型的评估中观察到，有三种方式可以让消息的接收者对其进行解码，即在解码时保留消息的含义，解码消息中具有预期含义的部分，同时拒绝另一部分含义，最后，以与制作人意图相反的方式解码信息。可以说，斯图亚特理论框架的应用将在决定现代受众如何回应不同媒体文本，特别是带有特定主导意识形态的媒体文本方面发挥重要作用。换言之，该模型将有助于解释目标受众在信息意义消费方面是否保持被动，从而完全接受信息，或者现代受众是否拒绝这些信息中的某些特定意义（Bødker，2016；Hodkinson，2017）。斯图尔特的模型也将有助于阐明是否存在受众完全拒绝信息中主导意义的情况。重要的是，通过将斯图尔特的模型应用于本研究，研究者将能够确定文化和社会背景等因素如何在决定此类环境中的受众如何解码信息方面发挥关键作用。在这种情况下，研究人员将依靠这一模型来确定媒体日益全球化以及新的社会和文化群体的出现是否对现代社会信息的编码和解码方式产生重大影响。
Method 方法
This study will use the case study method to collect and analyse data. In reference to Nair (2010), the case study as an approach method in research depends heavily on numerous sources of data in order to systematically explore events, organisations, groups or individuals, thus giving the researchers insights on a particular phenomenon. Importantly, the study opted for a case study method for a number of reasons. To begin with, the case study methods helps simplify complex issues under study. Similarly, it provides the researcher with an opportunity to study the elements in their natural environment, thus eliminating the biases, errors and/or inconsistencies that could occurs if such elements are taken away from their natural environment (Tsang, 2014). Importantly, the study will analyse social media as a digital interactive text. In particular, the study will consider Facebook as an interactive media text. Arguably, rather than analyse Facebook in its entirety as an interactive media text, the study will select a specific group or rather movement that has been using Facebook to promote its ideologies and champion its course. Therefore, the study will conduct a case study on the Black Lives Matter movement, which has gained significant popularity not only in the United States but also across the globe. With this in mind, the researcher will explore and analyse the messages that are posted on this group’s Facebook page, the responses from different people, that is, those who support and those who oppose the ideologies promoted in the group. Through the analysis of these messages, the researcher will seek to establish whether certain dominant meanings and ideologies still persist in the modern society with a globalised media.
本研究将采用案例研究法收集和分析数据。参考Nair（2010），案例研究作为一种研究方法，在很大程度上依赖于大量数据来源，以便系统地探索事件、组织、团体或个人，从而为研究人员提供关于特定现象的见解。重要的是，出于许多原因，该研究选择了案例研究方法。首先，案例研究方法有助于简化研究中的复杂问题。同样，它为研究人员提供了一个研究自然环境中元素的机会，从而消除了这些元素离开自然环境时可能出现的偏差、错误和/或不一致（Tsang，2014）。重要的是，该研究将社交媒体作为数字互动文本进行分析。特别是，研究将考虑脸谱网作为互动媒体文本。可以说，这项研究将选择一个特定的群体，或者更确切地说是一场利用Facebook来宣传其意识形态并支持其路线的运动，而不是将Facebook作为一个互动媒体文本进行整体分析。因此，这项研究将对黑人生命物质运动进行个案研究，这一运动不仅在美国而且在全球都得到了广泛的欢迎。考虑到这一点，研究人员将探索和分析该群体Facebook页面上发布的信息，以及来自不同人群的回应，即支持和反对该群体所提倡的意识形态的人。通过对这些信息的分析，研究者将试图确定在媒体全球化的现代社会中，某些主导意义和意识形态是否依然存在。