ENCODING/ DECODING THEORY:
The Encoding / Decoding Theory by Stuart Hall is a theory of communication which suggests audiences actively read media texts and don’t just accept them passively.
They interpret the media text according to their own cultural background and experiences.
In his Encoding / Decoding theory, Hall suggested that..
Media texts are read in three main ways:
A dominant or preferred reading of the text is the way that its creators want an audience to understand and respond to it.
(The audience agrees).
An oppositional reading of the text is when an audience completely rejects the message. (The audience disagrees).
A negotiated reading is when the audience support/accept or reject some aspects of the message.
(They don’t completely agree or disagree).
Want to test your understanding of this theory?
If so, let me know what you think the preferred reading / interpretation of this Fox News opinion piece was in the comment section!
One thought on “Encoding/ Decoding Theory 101: The Essential Guide”
Absolutely,you have made all points very clear about the true definition of what is encoring and decoding. These examples seem to be very interesting as links with your statements about this topic,keep this up buddy.
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