Encoding/decoding model of communication: Difference between revisions

Revision as of 22:16, 2 March 2013

Revision as of 18:55, 8 March 2013

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==The concept of encoding/decoding==

To understand Hall's Theory, it is necessary to review his conception of the process of encoding and decoding. Hall cites [[Paolo Terni]] in regards to the process of decoding:<blockquote> 'By the word reading, we mean not only the capacity to identify, and decode a certain number of signs, but also the subjective capacity to put them into a creative relation between themselves and with other signs: a capacity which is, by itself, the condition for a complete awareness of one's total environment.'<ref>{{cite journal|last=Terni|first=P|title=Memorandum|journal=Council of Europe Colloquy on 'Understanding Television', University of Leicester|year=1973}}</ref> </blockquote> In the case of television, the medium takes systemic responsibility in determining the relationship of various [[Semiotics|signs]] presented, ordering them for us. Television and other media makers are actively involved in encoding messages using signs which already have deeply embedded meaning. As Hall expresses it:<blockquote>'The level of connotation of the visual sign, of its [[Contextualization (sociolinguistics)|contextual]] reference and positioning in different discursive fields of meaning and association, is the point where already coded signs intersect with the deep [[semantic]] codes of a culture and take on additional more active [[ideological]] dimensions.'<ref>{{cite journal|last=Hall|first=Stuart|coauthors=Meenakshi Gigi Durham and Douglas M. Kellner, Eds.|title=Encoding/Decoding, in Media And Cultural Studies: Keyworks|year=2001|pages=171}}</ref> </blockquote>

Media makers create [[Textuality|texts]] according to Hall's concept of the dominant code. In the ___domain cultural order there is an imposition of classifications on the social, cultural, and political world. These hierarchical classifications are organized according to dominant and preferred meanings, what Hall describes as "how things work for all practical purposes in this culture."

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=== Dominant Hegemonic Position ===

The position of professional broadcasters and media producers is that messages are already [[Significationsign (semiotics)|signifiedsign]]ified within the [[hegemonic]] manner to which they are accustomed. Professional codes for media organizations serve to contribute to this type of industrial psychology. The producers and the audience are in harmony, understanding, communicating, and sharing mediated signs in the established mindset of [[Framing (social sciences)|framing]].

=== Negotiated Position ===