EVALUATION OF 2016 USA ELECTIONS BY STUART HALL’S ‘ENCODING/DECODING’ ESSAY AND ITS RELATION WITH AFFORDANCES IN INTERACTION DESIGN TECHNOLOGIES

Öz

In this article, the well-known scholar of British Cultural Studies School, Stuart Hall (1980)’s essay ‘Encoding/decoding’ has been analyzed within the structure of Interaction Design. By giving examples on both encoding and decoding, Interaction Design has been explained from the point of view of Hall’s article. First of all, three reading positions of dominant-hegemonic, negotiated-code, global-contrary defined by Hall are explained by giving examples from USA 2016 Presidential Elections. Later, it has been mentioned that the main tenet of Hall’s article frames the constraints of simple information models and gives the viewer a chance of agency as well as offers a complicated semiotic analysis of production, circulation, consumption and reproduction of messages with the fact that each of these phases individually has a method of acceptance or rejection of the hegemonic power. In the final part, Stuart Hall’s (1980 study has been examined and interpreted in relation with Affordances in Interaction Design Technologies.

Anahtar Kelimeler

• Stuart Hall
• Encoding
• Decoding
• Interaction Design
• Affordances

STUART HALL’UN KODLAMA/KOD ÇÖZÜMÜ KAVRAMLARI ARACILIĞIYLA ABD 2016 SEÇİMLERİNİN ANALİZİ VE ETKİLEŞİM TASARIM TEKNOLOJİLERİNDEKİ SAĞLARLIKLAR İLE İLİŞKİSİ

Öz

Bu makalede, İngiliz Kültürel Çalışmalar grubunun en bilinen temsilcisi Stuart Hall (1980)’un Encoding/decoding başlıklı çalışmasında bahsettiği açılım üzerinden Etkileşim Tasarımının yapısı üzerine bir analiz yapılmıştır. Çeşitli incelemeler ve örneklerle irdelenen kodlama [encoding] ve kod çözme [decoding] kavramları etkileşim tasarımı açısından açıklanmış ve Hall’un çalışması doğrultusunda tasarım alanında bu kavramların açılımlarının nasıl uygulanabileceği tartışılmıştır. Öncelikle, Hall tarafından kod çözme alanında tanımlanan üç okuma pozisyonu, hegemonik-baskın, uzlaştırılmış kod ve global-muhalif, ABD 2016 Başkanlık Seçimi’nden örnekler kullanılarak açıklanmıştır. Daha sonra Hall (1980)’un, basit enformasyon teorik modellerin sınırlamalarını eleştirdiği ve izleyiciye bir aracı olma şansı vererek mesajların yaratım, dağıtım, tüketim ve yeniden üretim aşamaları için yaptığı semiyotik analiz Etkileşim Tasarımı açısından irdelenmiştir. Ayrıca bu analizdeki hegemonik gücü kabul veya ret eden her aşamaya özgü yöntemlerin varlığı üzerinde durulmuştur. Son bölümde ise, Stuart Hall’un (1980) çalışmasının, Etkileşim Teknolojileri’ndeki Sağlarlıklar ile olan ilişkisi irdelenmiştir.

Anahtar Kelimeler

• Stuart Hall
• Kodlama
• Etkileşim Tasarım
• Sağlarlıklar
• Kod Çözümü

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