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The encoding/decoding model revisited
Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK).
2011 (English)In: International Communication Association Conference, Boston, 26-30/5, 2011, 2011Conference paper, Published paper (Refereed)
Abstract [en]

Stuart Hall´s encoding/decoding model has been enormously influential in the field of reception. At the same time the model has been much discussed and some critics have noted the conflation of the encoded meaning and ideological tendency. However, few attempts have been made to modify or replace the model. In this paper I shall present one attempt to modify Hall’s model. First I distinguish between the model proper and ‘the typology’, i e Hall’s partition of different decoding positions: dominant, negotiated, and oppositional. Hall assumed that news texts mostly are encoded within the dominant ideology. By dividing also the encoded meaning into the dominant, negotiated and oppositional we get a richer combination of encoding and decoding positions. Hall’s typology can be interpreted as both as ideological positions or as ‘text-relative’, i e decoding positions can understood as relative the encoded meaning, regardless what meaning that is. 

Place, publisher, year, edition, pages
2011.
Keyword [en]
encoding/decoding, reception, ideology, Stuart Hall
National Category
Media and Communications
Research subject
Communication Studies
Identifiers
URN: urn:nbn:se:su:diva-71460OAI: oai:DiVA.org:su-71460DiVA: diva2:485001
Available from: 2012-01-27 Created: 2012-01-27

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