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CMNS 110 (282)
Lecture

Encoding Decoding.docx

2 Pages
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Department
Communication
Course Code
CMNS 110
Professor
Gary Mc Carron

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Description
Encoding/Decoding  traditionally mass communications research conceptualized as a circuit or loop o criticized for its linearity, its concentration on the level of message exchange, and for the lack of a structured conception of the different moments as a complex structure of relations  communication is not neutral  communication between the production elites and their audiences is systematically distorted communication  Hall incorporates the Notion of framework into the encoding decoding process  Mass media codes offer their readers social identities which some may adopt as their own. o But readers do not necessarily accept such codes. o Where those involved in communicating do not share common codes and social positions, decodings are likely to be different from the encoder's intended meaning.  Stuart Hall stressed the role of social positioning in the interpretation of mass media texts by different social groups o three hypothetical interpretative codes or positions for the reader of a text
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