Encoding/Decoding
Read this article as interested in reading about Stuart Hall's ideas ahead of the Assignment.
Hall (1980) proposed a theory of mass communication which highlighted the importance of active interpretation within relevant codes. The 'decoder' has a significant role as well as the 'encoder'.
The circuit of communication is production - circulation - distribution/consumption - reproduction.
Three hypothetical interpretative codes for a reader:
Dominant - reader fully shares the text's code and accepts the preferred reading - the code seems natural or transparent;
Negotiated - reader partly shares the text' code and broadly accepts the preferred reading but some times resists and modifies in a way that reflects their own position, experiences etc;
Oppositional - the reader understands but rejects the preferred reading, bringing to bear an alternative frame of reference.
Does query how a 'preferred reading' can be established - "can we be sure we didn't put it there ourselves while we were looking." (Moores, 1993). May apply more to news and current affairs than other genres. Myers (1983) argues that cannot assume it is in interests of advertisers to have one 'preferred reading' - there may be a range of possible alternatives.
Hall (1980) Encoding/Decoding
Morley, David (1980): The 'Nationwide' Audience: Structure and Decoding. London: BFI
Myers, Kathy (1983): 'Understanding Advertisers'. In Davis & Walton (Eds.), op. cit., pp. 205-223
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