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In no way does friv2 claim ownership or responsibility for such items, and you should seek legal consent for any use of such materials from its owner. 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. For example, since advertisements can have multiple layers of meaning, they can be decoded in various ways and can mean something different to different people. The encoding of a message is the production of the message. It is a system of coded meanings, and in order to create that, the sender needs to understand how the world is comprehensible to the members of the audience.
The decoding of a message is how an audience member is able to understand, and interpret the message. It is a process of interpretation and translation of coded information into a comprehensible form. The audience is trying to reconstruct the idea by giving meanings to symbols and by interpreting the message as a whole. In his essay, Hall compares two models of communication. This is where the encoding, the construction of a message begins. Numerous factors are involved in the production process. How individuals perceive things: visual vs.
How things are circulated influences how audience members will receive the message and put it to use. According to Philip Elliott the audience is both the “source” and the “receiver” of the television message. For example, circulation and reception of a media message are incorporated in the production process through numerous “feedbacks. For a message to be successfully “realized”, “the broadcasting structures must yield encoded messages in the form of a meaningful discourse.
This means that the message has to be adopted as a meaningful discourse and it has to be meaningfully decoded. This stage is directly after audience members have interpreted a message in their own way based on their experiences and beliefs. Since discursive form plays such an important role in a communicative process, Hall suggests that “encoding” and “decoding” are “determinate moments. The event must become a ‘story’ before it can become a communicative event. This model has been adopted and applied by many media theorists since Hall developed it.