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Applying Encoding/Decodong to 13 Reasons Why | Media Diary #11

13 Reasons Why is an American TV show owned and produced by Netflix. The TV series aired to critical acclaim in early 2017 and was one of the platforms highest performing original debuts. The show has a meaningful storyline which, specifically in its first season, follows a high school teenager, Hannah Baker and what lead to her suicide. The show sparked conversation across the globe and received both praise and criticism for how it dealt with the the topic of mental illness and suicide. The show is based on the best selling books by Jay Asher and has been commissioned to return for a third season in 2019.



The target audience for this text are teenagers and young adults. The episodes actually vary in age rating, some being rated as 15 and others 18. in regards to Young and Rubicams 4C's model, I would say that the show appeals to the Mainstream audience. Mainly because, upon its release it was subject to heavy promotion and it was very successful. Also, Netflix is a huge, powerful and mainstream corporation meaning that many of the shows and movies that it produces will automatically fit in to the mainstream category because of their association with the name. However, if we ignore the fact that it was produced by Netflix, the show would probably appeal most to The Strugglers as they might relate to the themes.



If an individual were to take the preferred reading of this show, then I believe that it would make them feel a rollercoaster of emotions consisting mostly of extremely sad. The show is thought provoking for an individual taking the preferred reading and the encoders want to send a message of the importance of suicide and metal health awareness. The show delves deep in to the inner workings of the character and so somebody taking the intended position will feel a deep connection to them and become emotionally attached to them and their issues. The show definitely isn't a light hearted watch, it is something that intends


to grip audiences and the encoders want people watching to be talking about and decoding the show after they finish it. The underlying message and ideology of the text is as simple as being accepting to everyone and being aware that words and actions have consequences. Not only do we watch characters suffer the consequences of others' actions, we also watch them suffer the consequences of their own.


However, as touched on in the opening paragraph, many people took an oppositional reading to the text for many different reasons. Upon release, critics, magazines and everyday viewers alike criticised the show for 'glorifying' suicide in its portrayal of the Hannah Baker's story. Some claim that the show ignores the growing sources of help and advice that young people have access to and the fact that they seem to not highlight these helplines in the show. For context, this subsequently led to Netflix implementing viewer discretion warnings prior to each episode along with advice on how to contact local helplines and specialists. Therefore, I think that this is a perfect example of oppositional reading. This is when someone may understand what a product is trying to do or promote however are in complete disagreement with it. Someone taking the oppositional reading may think that the show unhealthily promotes suicide and glorifies mental illness. They would most probably disagree with the encoders intention of raising awareness of such issues and believe that the show is doing more harm than good. Situated culture may have an impact on this. Like any TV show, how the audience consumes it will have an effect on how they perceive it.

If someone were to watch one episode of 13 Reasons Why and then wait a long time before watching another, they aren't going to have the same immersive experience as if they were to watch them together, thus maybe affecting their reading. Moreover, if an individual has been overly exposed to issues surrounding mental health and suicide, for example if they have lost a family member from suicide or suffer with mental health issues themselves, then they are more likely to take the oppositional reading of this particular show.


However, the previous scenario may also lead to an individual taking a negotiated reading of 13 Reasons Why. This would include them partly agreeing the intention of the show but not all of it. For example, the individual may believe that the show is accurately representing the tough subject matters that it is tackling and share its ideologies of acceptance.


To summarise, the encoders of 13 Reasons Why wanted to spread a message of mental health awareness and how it can impact the teenage generation. The show appeals to a mainstream teen audience who can read the text in a variety of ways.


Here is a recap of the first season of the show which the majority of this post was based off.

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