In the process of encoding, the sender (i.e. It is a system of coded meanings, and in order to create that, the sender needs to understand how the word is comprehensible to the members of the audience. The encoding of a message is the production of the message. 3 Three positions upon decoding messages.
"The level of connotation of the visual sign, of its contextual reference and positioning in different discursive fields of meaning and association, is the point where already coded signs intersect with the deep semantic codes of a culture and take on additional more active ideological dimensions." Whether there is a large audience or exchanging a message to one person, decoding is the process of obtaining, absorbing and sometimes utilizing information that was given throughout a verbal or non-verbal message.įor example, since advertisements can have multiple layers of meaning, they can be decoded in various ways and can mean something different to different people. Decoding is all about understanding others, based on the information given throughout the message being received. Moreover, there are times when an individual can send a message across to someone, the message can be interpreted differently from person to person. For example, monitoring signs when someone is upset, angry, or stressed where they use excessive hand/arm movements, crying, and even silence. There are many examples such as observing body language and its associated emotions. Decoding has both verbal and non-verbal forms of communication: Decoding behavior without using words, displays non verbal communication. When you decode a message, you extract the meaning of that message in ways to simplify it. Thus, Encoding/Decoding is the translation for a message to be easily understood. Hall proposed that audience members can play an active role in decoding messages as they rely on their own social contexts and capability of changing messages through collective action. Stuart Hall pronounced the study as 'Encoding and Decoding in the Television Discourse.' Hall's essay offers a theoretical approach of how media messages are produced, disseminated, and interpreted.
The Encoding/Decoding model of communication was first developed by cultural studies scholar Stuart Hall in 1973.
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