Encoding/decoding model of communication: Difference between revisions

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'''The Encoding/Decoding model of communication''' was first developed by cultural studies scholar [[Stuart Hall (cultural theorist)|Stuart Hall]] in 1973. Titled 'Encoding and Decoding in the Television Discourse,' Hall's essay offers a theoretical approach of how media messages are produced, disseminated, and interpreted.<ref name="Encoding and Decoding">Hall, Stuart. Encoding and Decoding in the Television Discourse. Birmingham [England: Centre for Cultural Studies, University of Birmingham, 1973. 507-17. Print.</ref> A founder of the [[Centre_for_Contemporary_Cultural_Studies|Birmingham School of Cultural Studies]], Hall has had a major influence inon media studies. His model claims that TV and other media audiences are presented with messages that are decoded, or interpreted in different ways depending on an individual's cultural background, economic standing, and personal experiences. In contrast to other media theories that believeargue audiencesthat aredisempower passiveaudiences, Hall presentedadvanced the idea that audience members can play aan significantactive role in interpretingdecoding messages byas usingthey rely on their own social contexts, and might be capable of changing messages themselves through collective actionsaction.<ref name="Active Audience">"Stereotypes in the Media." Stereotypes in the Media. Wordpress, 25 Mar. 2010. Web. 24 Feb. 2013.</ref>

Since advertisements can have multiple layers of meaning, they can be decoded in various ways and can mean something different to different people.<ref>Kelly, Aidan, Katrina Lawlor, and Stephanie O'Donohoe. "Chapter 8- Encoding Advertisements: The Creative Perspective." The Advertising and Consumer Culture Reader. By Joseph Turow and Matthew P. McAllister. New York: Routledge, 2009. 133-49. Print.</ref> Hall claims that decoding can take three different subject position: Dominant/hegemonic position, negotiated position, and oppositional position.