dominant code

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1. (hegemonic code) The standard textual conventions framing texts within a particular genre and/or the defining assumptions of a prevailing ideology framing a particular text (see dominant ideology). A concept associated with Stuart Hall's notion of the hegemonic reading of mass media texts. See also ideological codes; compare negotiated reading; oppositional reading.

2. A synonym for Williams's concept of a dominant form. Adopted as a concept in marketing trend-spotting referring to the prevailing values, styles, and fashions of the present day, which are particularly hard to identify as codes because their familiarity often renders them transparent: see also emergent code; residual code.

Subjects: Media Studies.

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