Encoding/Decoding - model of communication
The traditional understanding about the model of communication suggests that it is in the form of a "circulation circuit or loop". However, this model of communication is being criticized for its linearity, i.e. Sender-> Message->Receiver. This model is criticized specially because it concentrates mostly on the level of message exchange and also "for the absence of a structural conception of the different moments as complex structure of relations". Hall developed the encoding/decoding model of communication for the very first time challenging the conventional communication model in 1973. His essay, titled "Encoding and Decoding in Television discourse" offers a theoritical approach of how media messages are produced, disseminated and interpreted.
Unlike the conventional linear model of communication, this model with the help of television discourse shows us how the television and other media audiences are presented. With messages they are decoded/interpreted in different ways depending on an individual's cultural background, economic standing and personal experiences, Hall proposed that "audience member can play an active role in decoding the messages as they rely on their own social context" and might be capable of changing messages themselves through 'collective action' - unlike traditional model where individual's experience or knowledge, background etc was not taken into concern and receiver was just a passive recepieat of the text. The process of communication is a structure which is produced and "sustained through the articulation of linked but distinctive moments as - production,circulation,distribution or consumption and reproduction. In contrast to the traditional linear approach of the sender and receiver, these steps are autonomous and interdependent.
The meanings and messages in the discursive 'production' are organised through the operation of 'codes' within rules of 'language'. Each stage will affect the 'product' being produced as a result of its 'discursive form'. Therefore,once the discourse is accomplished, it must be translated into social practices in order to be completed and effective. "If no 'meaning' is taken, there can be no 'consumption'." Every step defines the next step while maintaining its own distinctness.
1.Production:
Here the construction or encoding of the 'code' or message take place. This process is also framed by meanings and ideas so it has its own 'discursive' aspects. It draws upon society's dominant ideologies and feeds off society's beliefs and values. The production process is influenced by various factors. On one hand "knowledge - in - use concerning the routines of production, technical skills, professional ideologies, institutional knowledge, definitions and assumptions about the audience from the production structure of the television. "While, on the other hand, topics,treatments, agendas,events etc from other sources and discursive formations from the other part of wider socio-cultural and political structure.
2.Circulation:
It depends upon how individuals circulation influences perceive things. The manner of way in which the audience will receive the message and put it in use.
3.Consumption:
The text or the message must be encoded into a 'meaningful discourse' so that it can be understood or realized successfully by the receiver. A meaningful discourse will be decoded meaningfully, so it has to be encoded in such manner, otherwise it will be of no use. This decoding requires active receipients also.
4.Reproduction:
After the interpretation or consumption of the encoded text or message by the audience member based on their experiences and beliefs, the process of 'reproduction' of the meaning takes place. How the text is 'reproduced' depending upon the individual understandings and what is done with the message after it has been interpreted is where this stage comes in.
All this point, we can see whether individuals takes action they have been exposed to a specific message. Since discourse form plays such an important role in a communicative process, Hall suggest that "encoding" and "decoding" are 'determinate movements' i.e. an event or text cannot be transmitted into "raw format". There must be a framework of knowledge in the movement of encoding and decoding, both the sender and receiver have to have certain knowledge based on which the message or code is encoded/decoded. There must be proper and systematic relations of production and also a proper technical infrastructure which serves as a medium to the text "The event must become a 'story' before it can become a communicative event" - Stuart Hall, 1980.
References:
1.Hall,Stuart : Encoding/Decoding model of communication in Television discourse.
2.Davis, Helen : Understanding Stuart Hall.
The meanings and messages in the discursive 'production' are organised through the operation of 'codes' within rules of 'language'. Each stage will affect the 'product' being produced as a result of its 'discursive form'. Therefore,once the discourse is accomplished, it must be translated into social practices in order to be completed and effective. "If no 'meaning' is taken, there can be no 'consumption'." Every step defines the next step while maintaining its own distinctness.
1.Production:
Here the construction or encoding of the 'code' or message take place. This process is also framed by meanings and ideas so it has its own 'discursive' aspects. It draws upon society's dominant ideologies and feeds off society's beliefs and values. The production process is influenced by various factors. On one hand "knowledge - in - use concerning the routines of production, technical skills, professional ideologies, institutional knowledge, definitions and assumptions about the audience from the production structure of the television. "While, on the other hand, topics,treatments, agendas,events etc from other sources and discursive formations from the other part of wider socio-cultural and political structure.
2.Circulation:
It depends upon how individuals circulation influences perceive things. The manner of way in which the audience will receive the message and put it in use.
3.Consumption:
The text or the message must be encoded into a 'meaningful discourse' so that it can be understood or realized successfully by the receiver. A meaningful discourse will be decoded meaningfully, so it has to be encoded in such manner, otherwise it will be of no use. This decoding requires active receipients also.
4.Reproduction:
After the interpretation or consumption of the encoded text or message by the audience member based on their experiences and beliefs, the process of 'reproduction' of the meaning takes place. How the text is 'reproduced' depending upon the individual understandings and what is done with the message after it has been interpreted is where this stage comes in.
All this point, we can see whether individuals takes action they have been exposed to a specific message. Since discourse form plays such an important role in a communicative process, Hall suggest that "encoding" and "decoding" are 'determinate movements' i.e. an event or text cannot be transmitted into "raw format". There must be a framework of knowledge in the movement of encoding and decoding, both the sender and receiver have to have certain knowledge based on which the message or code is encoded/decoded. There must be proper and systematic relations of production and also a proper technical infrastructure which serves as a medium to the text "The event must become a 'story' before it can become a communicative event" - Stuart Hall, 1980.
References:
1.Hall,Stuart : Encoding/Decoding model of communication in Television discourse.
2.Davis, Helen : Understanding Stuart Hall.
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