Encoding/Decoding
Bibliographic Data
| ID | 22367264 |
|---|---|
| Authors | Bill Yousman (Sacred Heart University, corresponding author) |
| Year | 2019 |
| Pages | 1-3 |
| Publication date | 2019-11-19 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | OTHER |
| Venue | The Blackwell Encyclopedia of Sociology (JOURNAL) |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/9781405165518.wbeose045.pub2 |
| OpenAlex | W4233057296 |
| ISBN | 9781405165518 |
| Language | EN |
| References cited | 2 |
Encoding/decoding is an influential theoretical model of media production and consumption, first advanced by the British cultural studies scholar Stuart Hall. The central premise of the model is that the meanings preferred by television producers do not guarantee how viewers will read television programs. While the content of a program offers the raw material for viewer interpretations, audiences may respond to the preferred meaning of the program with dominant‐hegemonic, negotiated, or oppositional readings. The key assumptions behind the model have inspired generations of subsequent theorists and researchers to wrestle with the semiotic power of both media institutions and media audiences
Advertising · Business · Computer security · Decoding methods · Epistemology · Hegemony · Media studies · Political science · Premise · Semiotics · Social science · Sociology · Telecommunications · Computer Science · Law · Media Studies and Communication · Philosophy · Artificial Intelligence
| Citation velocity | historical |
|---|---|
| Highly cited | No |