Encoding and Decoding

Encoding and Decoding

Encoding and Decoding Theory was developed by a man called Stuart Hall.


The encoding-decoding theory suggests that the audience derive their own meaning from media texts.

The Encoding / Decoding Theory is a theory of communication which suggests audiences actively read media texts and don’t just accept them passively.

They interpret the media text according to their own cultural background and experiences.

In his Encoding / Decoding theory, Hall suggested that media texts are read in three main ways.

A dominant or preferred reading of the text is the way that its creators want an audience to understand and respond to it.

An oppositional reading of the text is when an audience completely rejects the message.

A negotiated reading is when the audience interprets the text in their own unique way, which might not be the way its producer intended.

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