Encoding/decoding model of communication: Difference between revisions

Revision as of 21:19, 30 January 2008

Revision as of 15:26, 27 August 2008

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{{Wikify|date=August 2007}}

{{Unreferenced|date=August 2007}}

'''Hall's Theory''' of encoding and decoding is a theory of [[reception theory]], developed by [[Stuart Hall (cultural theorist)|Stuart Hall]].

'''Hall's Theory of Encoding & Decoding''' -

AudiencesAccording to the theory, audiences can have 3three different reactions to a media text, whether it be a film, documentary or newspaper.:

1. '''The# Dominant, or Preferred, Reading''' - This is how the director/creator wants the audience to view the media text.;

2. '''The# Opposition Reading''' - This is the when the audience rejects the preferred reading, and creates their own meaning of the text.;

3.# '''Negotiated Reading''' - This is a compromise between the dominant reading and opposition readingreadings, where the audience accepts parts of the director's views, but has their own views on parts as well.

[[Geography|Geographic]] and [[demographic]] factors affect the way audiences read the media text, as well as their personal backgrounds.

2. '''The Opposition Reading''' - This is the when the audience rejects the preferred reading and creates their own meaning of the text.

3. '''Negotiated Reading''' - This is a compromise between dominant reading and opposition reading where the audience accepts parts of the director's views, but has their own views on parts as well.

Some factors affect the way audience read the media text, these are:

'''Geographic'''

'''Demographic'''

'''Personal Background'''

[[Category:Media studies]]

[[Category:Literary theory]]