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==Application of Model==▼
This model has been adopted and applied by many media theorists since Hall developed it. Hall's work has been central to the development of cultural studies, and continues today because of the importance of decoding. [[Dick Hebdige]] and David Morley are two theorists that were heavily influenced by Hall, and applied his theory to develop their own:▼
Hebdige was a British cultural and critic scholar that studied under Hall at the Birmingham School of Cultural Studies.<ref name="Dick Hebdige">▼
"The Cultural Studies Reader." : Dick Hebdige: Subculture: The Meaning of Style â Book Summary. N.p., 10 Dec. 2010. Web. 12 Mar. 2013.</ref> His model builds from Hall's idea of [[Subculture]]. He is most known for his influential book [[Subculture: The Meaning of Style]] where he argues that younger generations are challenging dominant ideologies by developing distinct styles and practices that manifest their separate identity, and subversions.<ref name="Dick Hebdige" /> He critically examines this issue by applying Hall's theory of encoding and decoding. ▼
David Morley is a sociologist who studies the sociology of the television audience.<ref name="David Morley">Professor David Morley is a sociologist who specializes in the sociology of the television audience.</ref> Known for being a key researcher in conducting [[The Nationwide Project]] in the late 1970's, Morley took this popular news program that aired daily on BBC. It reported on national news from London and the major events of the day, and was broadcasted throughout the UK.<ref name="David Morley" /> He applied Hall's reception theory to study the encoding/decoding model of this news program. This study focused on the ways this program addressed the audience member and the ideological themes it presented. Morley then took it a step further and conducted a qualitative research that included individuals with varying social backgrounds.<ref name="David Morley" /> This was where Hall's research came in to play. He wanted to see how they would react to certain clips of the program based off of Hall's three decoding methods: dominant/hegemonic, negotiated, or oppositional.▼
==Definition==
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The encoding of a message is the production of the message. It is a system of coded meanings, and in order to create that, the sender needs to understand how the world is comprehensible to the members of the audience. The decoding of a message is how an audience member is able to understand, and interpret the message.
▲==Application of Model==
▲This model has been adopted and applied by many media theorists since Hall developed it. Hall's work has been central to the development of cultural studies, and continues today because of the importance of decoding. [[Dick Hebdige]] and David Morley are two theorists that were heavily influenced by Hall, and applied his theory to develop their own:
▲Hebdige was a British cultural and critic scholar that studied under Hall at the Birmingham School of Cultural Studies.<ref name="Dick Hebdige">
▲"The Cultural Studies Reader." : Dick Hebdige: Subculture: The Meaning of Style â Book Summary. N.p., 10 Dec. 2010. Web. 12 Mar. 2013.</ref> His model builds from Hall's idea of [[Subculture]]. He is most known for his influential book [[Subculture: The Meaning of Style]] where he argues that younger generations are challenging dominant ideologies by developing distinct styles and practices that manifest their separate identity, and subversions.<ref name="Dick Hebdige" /> He critically examines this issue by applying Hall's theory of encoding and decoding.
▲David Morley is a sociologist who studies the sociology of the television audience.<ref name="David Morley">Professor David Morley is a sociologist who specializes in the sociology of the television audience.</ref> Known for being a key researcher in conducting [[The Nationwide Project]] in the late 1970's, Morley took this popular news program that aired daily on BBC. It reported on national news from London and the major events of the day, and was broadcasted throughout the UK.<ref name="David Morley" /> He applied Hall's reception theory to study the encoding/decoding model of this news program. This study focused on the ways this program addressed the audience member and the ideological themes it presented. Morley then took it a step further and conducted a qualitative research that included individuals with varying social backgrounds.<ref name="David Morley" /> This was where Hall's research came in to play. He wanted to see how they would react to certain clips of the program based off of Hall's three decoding methods: dominant/hegemonic, negotiated, or oppositional.
==Dominant/Hegemonic Position==
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