Stuart Hall - Encoding and Decoding

Four intellectuals at Stuart Hall, Richard Hogart, Raymond Williams, and E. P. established cultural studies. Thompson and Stuart Hall. Hall (born in 1932) received a large part of publicity. Scholars engaged in this tradition often get inspiration from his articles. The Hall (in his words) tells that he grew up in Jamaica, the "darkest son" of the middle class conservative family; the Hall said that he refused his father's attempt since he was very young An attempt to integrate the whites in British society (his father works through a joint fruit company).

Stuart Hall and Denis Mc Quail are important theorists in understanding media viewers. Stuart Hall proposes an encoding and decoding model that recommends checking receipt of producer and media information. This model outlines the four main codes, explicit / hegemonic code, professional code, negotiated code, and opposite code. Denis Mc Quail outlines important media situations and describes media audiences. Media uses the Internet to examine the content of viewers and the satisfaction they receive. Mc Quail summarizes the usage and satisfaction theory into four general areas: information, personal identity, integration, social interchange and entertainment.

Design is visual communication. Semiotics is a tool for decoding encoded messages. Culturist Stewart Hall introduced the concept of an encoding / decoding communication model in the article of 1973. His theory develops mainly on television, but it can be easily converted to a more general term of semiotics. In most cases, standing your thumb means simply good, good, good, or good. On the road, it is the ride request to stand the thumb. In ancient Rome, Caesar decided to kill in a gladiator game. The thumb is encoded by the sender and simple messages are decoded into nonverbal communication by the recipient. The same symbols (thumbs) in different contexts produce different empirical interpretations

All these are the core of the Stuart Hall encoding / decoding model. Hall thinks that every information is encoded in various ways and each can have multiple meanings. We call this ambiguity of information - literally means "many meanings". Therefore, communication is always influenced by decisions made in the environment and the system being used. In other words, manufacturing is not natural nor cultural. There is no "right" way to read a message. There are only preferred methods in certain circumstances.