The Coding And Decoding Of Moral Values In Domestic Award-winning Films And Teleplays:Case Study On Award-winning Films And Teleplays From 2011 To 2016

Watching films and teleplays has become one of the main entertainments for modern people.The award-winning films and teleplays that have won the official award and recognition have a very far-reaching impact on the audience both in their daily life and their cultural and even value system since they carry the traditional Chinese culture,values and lifestyle.Therefore,how the current realistic films and teleplays encode to spread the values,from what aspects the audience interoperate,whether there are different understandings for different types of realistic films and teleplays and in which contents can academia and industry learn are worth studying.These questions are what this article trying to discuss.By adapting the theory of "Coding and Decoding" of Stuart Hall and the ideology theory of Althusser,along with qualitative and quantitative methods such as deep interview,questionnaire survey and text analysis,this paper will analyze and study the moral values of the award-winning realistic films and teleplays from 2011 to 2016,and then try to find out the relevant experiences and shortcomings of the films and teleplays forming the audience’s value system.The main contents will be divided into the following parts:the first part is the introduction,which covers the research background,research question,research method,research theory and key concepts and literature review.The second part is the selection of study case,illustrating the steps and reasons of screening the study case.The third part bases on the questionnaire survey and deep interview of one Han nationality villages,discusses the three interpretations of the texts of the current award-winning realistic works of the audience,combining with relevant theory of Althusser that media subject disseminate ideology to audience through the four stages and analyzing how the media subject of films and teleplays make audience identify the communication intention of them;The fourth part points out that the"Adversary Decoding" usually appears in the workplace films and teleplays in the process of interpretation,and explores the reasons from the audio-visual language.The fifth part carries out some strategies of effective dissemination which uses the text of films and teleplays to guide the values from the psychology of conception of audience,audio-visual language and other aspects.The sixth part is the conclusion.