Background 背景
Communication is one of the critical aspects that play a significant role in helping human beings interact with each other. Apart from person to person communication, the emergence of the mass media revolutionised the way messages are send to the masses. Over the years, technology has played a critical role in enhancing the effectiveness of mass communication. This is particularly the case considering the emergence of technologies such as the internet and interactive media such as social media that have it possible for people in different parts of the world to communicate with ease instantaneously. Importantly, one of the notable issues in media communication regards the way meaning is encoded and decoded in media texts. In reference to Hodkinson (2017), the encoding of meaning in media texts goes beyond simply passing a message to the target audience to creating a platform to promote certain social and political dynamics from the dominant group in society. With this in mind, this study explores whether dominant meanings still persist in the modern society, which has in the past few years experienced the rise of globalised media. The study argues that despite media globalisation, dominant meanings still persist in different media texts in the modern society. Importantly, the research will use qualitative analysis to collect and analyse data in order to address the objectives of the topic under study.
交流是帮助人类相互交流的重要方面之一。除了人际交流，大众媒体的出现彻底改变了信息传递给大众的方式。多年来，技术在提高大众传播的有效性方面发挥了关键作用。考虑到互联网等技术和社交媒体等互动媒体的出现，世界各地的人们可以轻松地即时交流，情况尤其如此。重要的是，媒体传播中值得注意的问题之一是媒体文本中意义的编码和解码方式。参考Hodkinson（2017），媒体文本中的意义编码超越了简单地向目标受众传递信息，而是创造了一个平台，以促进社会主流群体的某些社会和政治动态。有鉴于此，本研究探讨了在过去几年经历了全球化媒体崛起的现代社会中，主导意义是否依然存在。该研究认为，尽管媒体全球化，但在现代社会的不同媒体文本中，主导意义仍然存在。重要的是，研究将使用定性分析来收集和分析数据，以实现研究主题的目标。
Aims 目的
This study will seek to address a number of aims. The first aim of this study will be to establish whether the modern media still encode certain dominant meanings in media text with the aim of influencing the society irrespective of its geographical location in a certain way. In this case, the study will focus on determining whether the media still promotes certain ideologies in the modern society. The second aim of this study will be establish whether the society continues to remain passive consumer of different ideologies in the globalised media, or whether there is some form of resistance towards media messages.
这项研究将力求实现若干目标。本研究的个目的是确定现代媒体是否仍然在媒体文本中编码某些主导意义，以某种方式影响社会，而不管其地理位置如何。在这种情况下，研究将集中于确定媒体是否仍然在现代社会中宣传某些意识形态。本研究的第二个目的是确定在全球化的媒体中，社会是否仍然是不同意识形态的被动消费者，或者是否存在某种形式的对媒体信息的抵制。
Literature review 文献综述
There are numerous research and studies that have been conducted on how the media encodes certain meaning in media texts with the aim of influencing the larger society in a certain way. To begin with, Angermuller, Maingueneau and Wodak (2014) argue that for the target audience to consumer certain media texts, the producer of such texts much encode in them certain meanings that the recipient will find useful. In this regard, Angermuller, Maingueneau and Wodak (2014) affirm before a message in a media text can have an impact on the target audience, they must first carry with them a certain discourse or ideology, and once decoded, this discourse or ideology must reflect a certain meaning. For example, marketers often encode certain discourses such as class and prestige in their marketing messages in order to appeal to their target consumers (Swani et al., 2017). Note that if the meaning in the marketing messages is not decoded correctly, then the marketer will fail to appeal to the target audience.
为了以某种方式影响更大的社会，人们对媒体如何在媒体文本中编码某些含义进行了大量的研究。首先，Angermuller、Maingueneau和Wodak（2014）认为，对于消费某些媒体文本的目标受众而言，这些文本的制作者在很大程度上编码了接收者将发现有用的某些含义。在这方面，Angermuller、Maingueneau和Wodak（2014）确认，在媒体文本中的信息能够对目标受众产生影响之前，他们必须首先携带某种话语或意识形态，一旦解码，这种话语或意识形态必须反映出某种意义。例如，营销人员通常在营销信息中对阶级和声望等特定话语进行编码，以吸引目标消费者（Swani et al.，2017）。请注意，如果营销信息中的含义没有被正确解码，那么营销者将无法吸引目标受众。