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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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