Stuart hall encoding and decoding
Encoding And Decoding In The Television Discourse by Stuart HallStuart Hall (1932-2014) was a cultural theorist and sociologist who has lived and worked in the United Kingdom since 1951. Hall, along with Richard Hoggart and Raymond Williams, was one of the founding figures of the school of thought that is now known as British Cultural Studies or The Birmingham School of Cultural Studies. He was President of the British Sociological Association 1995-1997.
At the invitation of Hoggart, Hall joined the Centre for Contemporary Cultural Studies at Birmingham University in 1964. Hall took over from Hoggart as director of the Centre in 1968, and remained there until 1979. While at the Centre, Hall is credited with playing a role in expanding the scope of cultural studies to deal with race and gender, and with helping to incorporate new ideas derived from the work of French theorists.
Hall left the centre in 1979 to become a professor of sociology at the Open University. Hall retired from the Open University in 1997. He died in 2014. British newspaper The Observer called him one of the countrys leading cultural theorists
Media Influence - Encoding/Decoding
How does it change conventional views of how media products are consumed? The traditional model divides the message sending into three parts, sender- message- receiver. It is called linearity. The three positions taken when decoding an image are said to be dominant, negotiated and oppositional. Choose two images, one from the genre of documentary and one from advertising, and explain the process of encoding and decoding to explain these three positions the viewer may take when decoding your chosen images. These three positions are dominant, negotiated and oppositional.
Essays and Applications
ENCODING DECODING STUART HALL. LECTURE NO. 1 OF 3 BY PROF. THOMAS MATHEW.
Titled 'Encoding and Decoding in the Television Discourse', Hall's essay offers a theoretical approach of how media messages are produced, disseminated, and interpreted. When you decode a message, you extract the meaning of that message in ways that make sense to you. Decoding has both verbal and non-verbal forms of communication: Decoding behavior without using words means observing body language and its associated emotions. Sometimes when someone is trying to get a message across to someone, the message can be interpreted differently from person to person. Decoding is all about the understanding of what someone already knows, based on the information given throughout the message being received.