Encoding/decoding model of communication: Difference between revisions

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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 – 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" />. His exploration of the punk subculture outlines the potential causes and influences of the punk movement, especially for the youth<ref name="Dick Hebdige"></ref>. His extensive study on subcultures and its resistance against mainstream society showed that the punk subculture used commodification to differentiate themselves from, or become accepted by, the mainstream<ref name="Dick Hebdige2">"Punks: An Origin Story | Solely By Virtue." Solely By Virtue. N.p., n.d. Web. 02 Apr. 2013.</ref>. Hebdige believed that Punk was was incorporated into the media in an attempt to categorize it within society. 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.