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please cite sources and avoid editorializing / no need to re-introduce Hall here / I guess this was meant / fix vandalism from 2019 |
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#'''''Use''''' (distribution or consumption) – For a message to be successfully "realized", "the broadcasting structures must yield encoded messages in the form of a meaningful discourse."<ref name="Encoding and Decoding" /> This means that the message has to be adopted as a meaningful discourse and it has to be meaningfully decoded. However, the decoding/interpreting of a message requires active recipients.
#'''''Reproduction''''' – This stage is directly after audience members have interpreted a message in their own way based on their experiences and beliefs. The decoded meanings are the ones with "an effect" (e.g. influence, instruct, entertain) with "very complex perceptual, cognitive, emotional, ideological or behavioral consequences."<ref name="Encoding and Decoding" /> What is done with the message after it has been interpreted is where this stage comes in. At this point, you will see whether individuals take action after they have been exposed to a specific message.
Since discursive form plays such an important role in a communicative process, Hall suggests that "[[Encoding (semiotics)|encoding]]" and "[[Decoding (semiotics)|decoding]]" are "determinate moments."<ref name="Encoding and Decoding" /> What he means by that is that an event, for example, cannot be transmitted in its "raw format." A person would have to be physically at the place of the event to see it in such format. Rather, he states that events can only be transported to the audience in the audio-visual forms of televisual discourse (that is, the message goes to processes of production and distribution). This is when the other determinant moment begins – decoding, or interpretation of the images and messages through a wider social, cultural, and political cognitive spectrum (that is, the processes of consumption and reproduction).
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