Encoding/decoding model of communication: Difference between revisions

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This model has been adopted and applied by many media theorists since Hall developed it. Hall's work has been central to the development of cultural studies, and continues today because of the importance of decoding. [[Cultural Studies]] started challenging the mainstream media effects models in 1960. The main focus was how audience members make meanings and understand reality through their use of cultural symbols in both print and visual media.<ref name="Media & Culture">{{cite book|first=Richard|last=Campbell|title=Media & Culture: An Introduction to Mass Communication|publisher=[[St. Martin's Press]]|___location=Boston, Massachusetts|date=2002|isbn=978-0312403287}}</ref> It is important to look at cultural research because its focus on daily experiences, looking at race, gender, class and sexuality all help bring meaning to the world we live in today. Theorists such as [[Dick Hebdige]], David Morley, and [[Janice Radway]] have been heavily influenced by Hall, and applied his theory to help develop their own:

Hebdige was a British cultural and critic scholar who studied under Hall at the Birmingham School of Cultural Studies. His model builds from Hall's idea of [[Subculturesubculture]]. He is most known for his influential book ''[[Subculture: The Meaning of Style]]'', where he argues that younger generations are challenging dominant ideologies by developing distinct styles and practices that manifest their separate identity, and subversions. His exploration of the punk subculture outlines the potential causes and influences of the punk movement, especially for the youth. His extensive study on subcultures and its resistance against mainstream society showed that the punk subculture used commodification to differentiate themselves from, or become accepted by, the mainstream. Hebdige believed that punk was incorporated into the media in an attempt to categorize it within society, and he critically examines this issue by applying Hall's theory of encoding and decoding.

David Morley is a sociologist who studies the sociology of the television audience. Known for being a key researcher in conducting [[The Nationwide Project]] in the late 1970s, Morley took this popular news program that aired daily on BBC. It reported on national news from London and the major events of the day, and was broadcast throughout the UK. He applied Hall's [[reception theory]] to study the encoding/decoding model of this news program. This study focused on the ways this program addressed the audience member and the ideological themes it presented. Morley then took it a step further and conducted a qualitative research that included individuals with varying social backgrounds. This was where Hall's research came into play. He wanted to see how they would react to certain clips of the program based on Hall's three decoding methods: dominant/hegemonic, negotiated, or oppositional.