Encoding/decoding model of communication: Difference between revisions

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In the process of encoding, the sender (i.e. encoder) uses verbal (e.g. words, signs, images, video) and non-verbal (e.g. body language, hand gestures, face expressions) symbols for which he or she believes the receiver (that is, the decoder) will understand. The symbols can be words and numbers, images, face expressions, signals and/or actions. It is very important how a message will be encoded; it partially depends on the purpose of the message.<ref name=":3">Bankovic, M. (2013). Business communication: script. Retrieved from: http://www.vts.edu.rs/images/nastava/PoslovneKomunikacije/POSLOVNE_KOMUNIKACIJE-skripta.pdf</ref>

The ''[[Decoding (semiotics)|decoding]]'' of a message is how an audience member is able to understand, and interpret the message. It is a process of interpretation and translation of coded information into a comprehensible form. The audience is trying to reconstruct the idea by giving meanings to symbols and by interpreting messages as a whole. Effective communication is accomplished only when the message is received and understood in the intended way. However, it is still possible for the message recipient to understand a message in a completely different way from what the encoder was trying to convey. This is when "distortions" or " misunderstandings" rise from "lack of equivalence" between the two sides in communicative exchange.<ref name=":3" />

In his essay,<ref name="Encoding and Decoding" /> Hall compares two models of communication. The first, the traditional model, is criticized for its linearity – sender/message/receiver – and for its lack of structured conception of various moments as a complex structure of relations. The author proposes the idea that there is more to the process of communication and, thus, advances a four-stage model of communication that takes into account the production, circulation, use and reproduction of media messages. In contrast to the traditional linear approach of the sender and receiver, he perceives each of these steps as both autonomous and interdependent. Hall further explains that the meanings and messages in the discursive "production" are organized through the operation of codes within the rules of "language." "Each stage will affect the message (or "product") being conveyed as a result of its 'discursive form' (e.g. practices, instruments, relations)."<ref name="Encoding and Decoding" /> Therefore, once the discourse is accomplished, it must be translated into social practices in order to be completed and effective – "If no 'meaning' is taken, there can be no 'consumption'." Each of these steps helps defines the one that follows, while remaining clearly distinct.<ref name="Encoding and Decoding" /> Thus, even though each of these moments (stages) are equally important to the process as a whole, they do not completely ensure that the following moment will necessary happen. "Each can constitute its own break or interruption of the 'passage of forms' on whose continuity the flow of effective production (i.e. reproduction) depends."<ref name="Encoding and Decoding" />