Stuart Hall's Representation Theory

Stuart Hall

Hall suggested there are three different positions that the reader of a text can occupy when trying to interpret a text, they are:

•        Preferred Reading – when the reader fully shares the text’s codes and accepts and reproduces the preferred reading i.e. the most dominant reading.

•        Negotiated Reading – when the reader partly shares the text’s codes and broadly accepts the preferred reading, but sometimes resists and modifies it in a way which reflects their own position, experiences and interests – this position involves contradictions.

•        Oppositional Reading – when the reader, whose social situation places them in a directly oppositional relation to the dominant code, understands the preferred reading but does not share the text’s code and rejects this reading, bringing to bear an alternative frame of reference (radical, feminist etc.).

Applying Hall's theory to Michael Jackson's "Earth Song."

       Michael Jackson's "Earth Song" was released in 1995, one of the first 'movie-like' music videos in length and visuals. Due to Jackson's choice of music video, we can apply Hall's theory to the music video as it can have many interpretations, particularly because the video is a about a very discussed topic how humans are affecting the earth. This was also one of the earliest examples of artists using their fame and power to promote and discuss challenging topics.

 

Preferred view: The music video shows how humans are damaging the world both socially and environmentally, which is demonstrated in the music video seen by land being ripped up and people in pain. Michael Jackson is attempting to display this view through the music video, and how we should look after the earth better and stop destroying it. He is encouraging us to do this by taking part in charity work, volunteering, etc to reduce the impact.

Negotiated view: It is negotiated that Michael Jackson is using stereotypical representations such as those in the native country, poorer people in Africa and that they're all the same and the rich are destroying it. These stereotypes disregard what may be true to life, imprinting a false impression on the audience and it could also offend people. On the other hand, Michael does recognise the fact that these are real issues going on in the world such as suffering in third world countries.

Oppositional view: It is criticised that the videos focus is in fact not on those suffering but it is focused on Michael himself, as he is the one seen not suffering and seems in some control representing himself as a 'God' figure and he is superior to others. Although the video is about those who are suffering, it is said that he hasn't used his fame and power appropriately and is simply attaining more fame by using sensitive topics.