Encoding/decoding model of communication: Difference between revisions

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===Oppositional position===

Lastly, there is the oppositional position or code. Hall summarizes that a viewer can understand the literal (denotative) and connotative meanings of a message while decoding a message "in a globally contrary way."<ref name="Encoding and Decoding" /> This means that a person recognizes that their meaning is not the dominant meaning, or what was intended, but alters the message in their mind to fit an "alternative framework of reference"<ref name="Hall"/> It is more like that receiver decode a different message. Thus, readers' or viewers social situation has placed them in a directly oppositional relationship to the dominant code, and although they understand the intended meaning they do not share the text's code and end up rejecting it. Again, this code is based very much on experiences. One's personal experiences will likely influence them to take on the oppositional position when they encode hegemonic positions. Highly political discourse emerges from these oppositional codes as "events which are normally signified and decoded in a negotiated way begin to be given an oppositional reading."<ref name="Hall"/>

==The encoding/decoding model critique==