What is it?
The Encoding/decoding model of communication was first developed by cultural studies scholar Stuart Hall in 1973. Titled 'Encoding and Decoding in the Television Discourse,' Hall's essay offers a theoretical approach of how media messages are produced, disseminated, and interpreted. A founder of the Birmingham School of Cultural Studies, Hall has had a major influence on media studies. His model claims that TV and other media audiences are presented with messages that are decoded, or interpreted in different ways depending on an individuals cultural background, economic standing, and personal experiences. In contrast to other media theories that dis empower audiences, Hall advanced the idea that audience members can play an active role in decoding messages as they rely on their own social contexts, and might be capable of changing messages themselves through collective action.
The theory says that media texts are encoded by the producer whose ideologies are encoded in the messages, the text is then decoded by an audience however not all audiences decode in the same way in some cases not how the producer actually intended.
How encoding and decoding works
· This theory will sometimes be correctly decoded and the audience will understand what the producer wants them to however sometimes the producer can encode a message that is not correctly decoded.
How it relates to my video
The theory relates to my music video because I am the producer and am encoding my view of the song into a visual video form, from this the audience who view it can chose to decode the song in whichever way they want and because everyone decodes the lyrical and visual elements differently, they will all have different views and perspectives of the song therefor when discussing it or passing it on to peers it is certain that no two people will receive the same message that the media product is giving off.
