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Stuart Hall's Encoding/Decoding

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by

Chris Upson

on 8 November 2012

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Transcript of Stuart Hall's Encoding/Decoding

Producer Director Actors Technical Aspects (lighting/camera movement) etc These people instill, through the way a film is created, marketed, and displayed, a "preferred reading" of the text they produce. The ideas and themes put into the media text are "encoded", and the "preferred reading" of those composite themes and ideas too. Encoders Media Text ideas/themes Decoders DECODED ideas/themes Audiences Reviewers Public Figures The media text is decoded by the audience
in different ways depending on how the
individual audience member lives. They
are further affected in their decoding of a
text by the opinions of "higher status"
decoders such as reviewers or public figures.
The decoded reading may not necessarily
be the "preffered reading" intended by the
encoders. (Decoding works a little like
chinese whispers) Differences in decoding the dominant position Adopting the preferred reading after decoding,
you have adopted the "dominant code" and take
place in the "dominant position". the negotiated position If you do not take up the preferred reading,
you take a stance with the "negotiated" position.
You may not understand the dominant code,
or feel dissonance with it. the globally contrary position If the coding of a media text is completely understood, yet decoded oppositionally to how it was intended by the majority, the audience member becomes part of the globally "contrary position".
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