1. the Three Positions Taken When Decoding an Image Are Said to Be Dominant, Negotiated and Oppositional. Choose Two Images, One from the Genre of Documentary and One from Advertising, and Explain the Process of
1. The three positions taken when decoding an image are said to be dominant, negotiated and oppositional. Choose two images, one from the genre of documentary and one from advertising, and explain the process of encoding and decoding to explain these three positions the viewer may take when decoding your chosen images.
Stuart Hall’s text, “Encoding, Decoding” identifies three positions one can take in decoding an image. These three positions are dominant, negotiated and oppositional. In light of Hall’s theory, this essay will, firstly explain the process of encoding and decoding and secondly will decode the following two images, ‘Super Size Me’ by Morgan Spurlock, from the genre of documentary and the Louis Vuitton advertisement featuring Keith Richards, from the genre of advertising (Figure 1), using the Hall’s three positions.
Hall’s “Encoding, Decoding” offers a way to demystify the process of reading and comprehension of visual messages. Hall mentions that encoding takes place when the originators ideas are translated into a set of symbols or codes within a format of text to create meaning to the decoder. Decoding is the process of translating and removing meaning from the codes encoded with in the text. Hall mentions that all images are encoded with meaning when created, whether this be conscious or an unconscious decision made by the creator. Therefore every image we see around us today contains certain codes or signifiers encoded within the image to tell the message that they want the reader to take.
When decoding a text the viewer looks at the codes and signifiers and comes to an conclusion through decoding on the message of the image. As Hall (1980) mentions there are three approaches a viewer can assume. The three positions a viewer can take in viewing/decoding an image are dominant, negotiated and oppositional. The dominant or hegemonic decoding approach involves the viewer taking the codes and connoted meaning that have been encoded within the image
Stuart Hall’s text, “Encoding, Decoding” identifies three positions one can take in decoding an image. These three positions are dominant, negotiated and oppositional. In light of Hall’s theory, this essay will, firstly explain the process of encoding and decoding and secondly will decode the following two images, ‘Super Size Me’ by Morgan Spurlock, from the genre of documentary and the Louis Vuitton advertisement featuring Keith Richards, from the genre of advertising (Figure 1), using the Hall’s three positions.
Hall’s “Encoding, Decoding” offers a way to demystify the process of reading and comprehension of visual messages. Hall mentions that encoding takes place when the originators ideas are translated into a set of symbols or codes within a format of text to create meaning to the decoder. Decoding is the process of translating and removing meaning from the codes encoded with in the text. Hall mentions that all images are encoded with meaning when created, whether this be conscious or an unconscious decision made by the creator. Therefore every image we see around us today contains certain codes or signifiers encoded within the image to tell the message that they want the reader to take.
When decoding a text the viewer looks at the codes and signifiers and comes to an conclusion through decoding on the message of the image. As Hall (1980) mentions there are three approaches a viewer can assume. The three positions a viewer can take in viewing/decoding an image are dominant, negotiated and oppositional. The dominant or hegemonic decoding approach involves the viewer taking the codes and connoted meaning that have been encoded within the image
References: Hall, Stuart. “Encoding/Decoding.” Stuart Hall et al. (eds.). Culture, Media, Language. New York: Routledge, 1980. 128-138. You can find the documentary at http://www.sockshare.com/file/51BB1ES0A745 Figure 1