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Stuart Hall's Encoding/Decoding
Transcript of Stuart Hall's Encoding/Decoding
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".