Preview

Encoding Decoding Theory

Good Essays
Open Document
Open Document
915 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Encoding Decoding Theory
Stuart Halls - Encoding/Decoding theory in relation to Active Audiences.

For over a century, media audiences have been a concern of entrepreneurs and social critics alike and opinions on the role of the audience have varied greatly over the years. Throughout history, most theorists studying audience interpretation simply treated audiences as ‘passive sponges’, absorbing media content and submissively accepting the subliminal messages set out for them by media entities.
In the 1980’s, new audience theories saw the onset of ‘active audience’ theories, which came out of the Centre for Contemporary Critical Studies at the University of Birmingham, England. One of the major stimuli for the development of the active audience theory was British sociologist Stuart Hall’s well-known encoding/decoding model, which revolutionised the way in which audiences were regarded. Halls model highlights that although media messages are embedded with a ‘preferred reading’, audience interpretations of these texts is dependent upon the individual’s assumptions and social context. As such, this model prompted shifts towards qualitive studies of audiences thereafter.

Stuart Halls seminal paper: Encoding/Decoding (1980), arose primarily from Halls reservation about the theories of communication underpinning mass communications research. Mass communications research became prevalent after the Second World War and was funded by commercial bodies wanting to know how to influence audiences more effectively through advertising. It worked on the assumption that the ‘media offered an unproblematic, benign reflection of society’. According to the mass communications model, the sender (mass media) generates a message with fixed meaning, which is then communicated directly and transparently to the recipient (audience). Halls paper challenged all three components of the mass communications model arguing that – (i) the message is never transparent to audience (ii) meaning is not simply fixed

You May Also Find These Documents Helpful

  • Powerful Essays

    Unit 1 Specimen Paper

    • 1602 Words
    • 7 Pages

    (4 marks) Suggest three practical and/or organisational factors that “play a part in shaping [the] output” of media organisations (Item 3A, line 12). (6 marks) Identify and briefly explain two criticisms of the “manipulative model” of mass media output (Item 3A, line 1). (8 marks) Examine reasons why the mass media may exert only a limited influence over their audiences. (20 marks) Using material from Item 3B and elsewhere, assess sociological explanations of the ways in which the mass media portray gender and social class. (20 marks) END OF…

    • 1602 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Hall, S. (1973). Encoding and decoding in the television discourse. Stencilled occasional paper. Birmingham: Centre for contemporary cultural studies.…

    • 15602 Words
    • 63 Pages
    Powerful Essays
  • Powerful Essays

    2. Croteau, D & Hoynes, W (2003). Media Society: Industries, Images and Audiences ((third edition) ed.). Thousand Oaks: Pine Forge Press. pp. 305–307.…

    • 2124 Words
    • 9 Pages
    Powerful Essays
  • Good Essays

    Comm 130 Study Guide

    • 526 Words
    • 3 Pages

    Media audience – mass media allow speakers to expand their audience by entering the homes and organizations of people they can never get to know personally. It is not possible to predict the reactions of every audience member when the speaker’s message is delivered.…

    • 526 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    There is no doubt that the mass media is omnipresent, mediating every aspect of our lives. How one relates to and interprets the world is largely colored by how the media informs us. In the world today, media has become as necessary as food and clothing. It is considered as the “mirror” of the modern society. It informs people about current affairs and entertains through the latest gossip and fashion. The role of media has become one way of trading and marketing of products and prejudice. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboard and magazines, to name a few. These messages promote not only products but moods, attitudes and a sense of what is and is not important. Mass media makes possible the concept of celebrity: without the ability of movies, magazines, music and news media to reach across thousands of miles, people could not become famous. (Chandler 2000) emphasizes the role of mass media in the reproduction of status quo.…

    • 264 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Coding Theory Case Study

    • 1093 Words
    • 3 Pages

    What is Coding Theory? “Coding theory is the study of the properties of codes and their fitness for a specific application. Codes are used for data compression, cryptography, error-correction and more recently also for network coding. Codes are studied by various scientific disciplines – such as information theory, electrical engineering, mathematics, and computer science – for the purpose of designing efficient and reliable data transmission methods. This typically involves the removal of redundancy and the correction (or detection) of errors in the transmitted data.” (Coding Theory, 2010) There are many aspects that go into the composition of coding theory such as error detecting, error correcting, hamming distance, perfect codes, generator matrices, parity check matrices and hamming codes all of which will be discussed here.…

    • 1093 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Paper

    • 1676 Words
    • 7 Pages

    T 6. Put simply, a functional approach to mass communication centers on audience’s use of media. T 7. A microanalytic perspective toward mass media centers on the functions media perform for an entire society. T 8.…

    • 1676 Words
    • 7 Pages
    Good Essays
  • Good Essays

    Primarily, he highlights using the word ‘’mass’’ and explains that the media in our world today isn’t created for mass population, but are only produced for specific niche markets. He also explains that the word ‘’mass’’ is extremely misleading because it ends up conjuring an image that includes vast audiences that comprise thousands, if not millions of people. Even though this might actually be an image that is accurate when it comes to certain media products like newspaper or television programmes, this is not the case when it comes to other media products. Thompson also criticizes using ‘mass’ in the definition because it leads to categorizing audiences into several ‘’undifferentiated individuals’’. Thompson then begins explaining that using ‘’communication’’ and mass communication can be very overwhelming as he contrasts it with direct communications when two people actually speak to each other.…

    • 910 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Miss Representation

    • 1944 Words
    • 8 Pages

    Assignment: As the documentary Miss Representation explains, “The media is now the message and the messenger.” Every day, we take in countless hours of media that influence how we view others and in turn how we view ourselves. It is our responsibility to consume media in an intelligent way AND fight back against negative messages put forth by the media.…

    • 1944 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    Archie Bunker's Bigotry

    • 627 Words
    • 3 Pages

    The impact of media communication on society is interpreted by its audiences based on numerous factors. All in the Family was one of the first sitcoms that displayed bigotry in an open forum. Audiences interpreted the show based on their specific in terms of either dominant or oppositional. Audience’s interpretations were based on their individual views or beliefs. Writing intended to have the reader perceive a specific idea or thought is known as preferred reading. Producers and writers intend for their audiences to interpret their material in a specific way. If their perception is different than the intended view this is known as oppositional reading or decoding.…

    • 627 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Mass Culture

    • 1089 Words
    • 5 Pages

    Our main goal is to critically assess the images and messages of contemporary media. How do they create meaning? Do they enlarge our understanding of the world, or influence us to think about it in increasingly narrow ways?…

    • 1089 Words
    • 5 Pages
    Satisfactory Essays
  • Powerful Essays

    The aforementioned quotation by Hall (1978) can be interpreted as that the media has high influential power over what news in the world is actually newsworthy, and how their viewers might interpret events, images and footage portrayed by media organisations. In turn, perhaps, the media can also influence the way that people respond to such events, images and footage. This relates to the…

    • 1481 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    It very often that a person turns on a television to watch programmes without really analysing the characters they see in the shows. As viewers, we mostly ingest what we see as pure entertainment. So is not always obvious to us about how certain groups of people are being portrayed in the media, what sort of messages are being implied, or the ramifications that arise from the various representations we see. To conclude how important media representation is to viewers, we have to first understand what media representation is, what is being represented, and how it impacts society and how we perceive what or whom that is represented. In this essay I will focus primarily on the media representation in television and its examples.…

    • 1639 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    (2007), “The (recent) history of mass communication”: in Communication and new media: from broadcast to narrowcast, Oxford University Press, Victoria, PP 154.…

    • 1737 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    This essay will discuss and define Stuart Hall’s encoding and decoding model, as well as the reception studies in relation to an advertisement by First National Bank entitled “you can help”. The advertisement was removed from First National Bank’s website as it was accused of being treason. The essay will display the various ways in which audiences interpret and make meaning through media, by using the advertisement as an example.…

    • 1072 Words
    • 5 Pages
    Good Essays