Encoding/decoding model of communication: Difference between revisions

Revision as of 06:57, 20 May 2020

Revision as of 08:08, 22 May 2020

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For example, since advertisements can have multiple layers of meaning, they can be decoded in various ways and can mean something different to different people.<ref>{{cite book|first1=Aidan|last1=Kelly|first2=Katrina|last2=Lawlor|first3=Stephanie|last3=O'Donohoe|chapter=Chapter 8: Encoding Advertisements: The Creative Perspective|title=The Advertising and Consumer Culture Reader|editor1-first=Joseph|editor1-last=Turow|editor2-first=Matthew P.|editor2-last=McAllister|publisher=[[Routledge]]|___location=Hoboken, New Jersey|date=2009|ISBN=978-0415963305|pages=133–49}}</ref>

{{bq|1="The level of connotation of the visual [[Sign (semiotics)|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."|2=Stuart Hall |3=1980, "Encoding/decoding."<ref name="Encoding and Decoding"/>}}

==Definition==