stuart hall: encoding/decoding theory explained

Question 1

define stuart halls reception theory

Answer 1

• explains how media messages are created (encoded), by producers and interpreted (decoded) by audiences in different ways.

Question 2

describe the concepts of the theory

Answer 2

1. encoding (creating message)–> media producers encode messages with specific meanings
   - intended meaning–> preferred meaning or dominant message
2. decoding (audience interpretation)–> interpret media based on personal background, experiences.
   THREE TYPES OF AUDIENCE READINGS.
3. DOMINANT
4. NEGOTIATED
5. OPPOSITIONAL

Question 3

Describe the three types of audience readings

Answer 3

1. dominant/preferred reading–> when audience fully accepts intended meaning
2. negotiated reading –> partially agrees but modify message based on own views.
3. oppositional–> rejects intended meaning and interprets it differently.

Question 4

describe the importance of the theory

Answer 4

• challenges passive media consumption–> active participants
• explains media influence-> gov, buisnesses media houses encode messages to shape public perception.
• used in media studies-> helps analyze how different groups interpret media.