Encoding/decoding model of communication: Difference between revisions

Revision as of 17:43, 1 April 2013

Revision as of 17:49, 1 April 2013

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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. [[Cultural Studies]] challenges the mainstream media effects models, originating from the 1960's, while focusing on how audience members make meanings and understand reality in order to gain an experience through their use of cultural symbols in media<ref name="Media & Culture">Campbell, Richard. Media & Culture: An Introduction to Mass Communication. 3rd ed. Boston: Bedford/St. Martin's, 2003. Print.</ref> [[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">

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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==