Media Effects Models - Encoding and Decoding Model

• Production
• Content – typology genre
• Reception – impact on audience

Encoder – anyone who produces a media text
Decoder – the target audience, the person who uncovers the meaning of the text

Stuart Hall arrived at the conclusion that we can decode texts in 3 ways:

Hegemonic / Preferred / Dominant
The decoder takes the meaning from the text and does not question it at all

Negotiated
The decoder understands the meaning but has an issue with certain aspects

Oppositional
The decoder understands the text but does not accept the message

* Aberrant – the decoder does not understand the text at all