- Stuart Hall, of the GMG, used the concepts of encoding and decoding as a means of understanding how media messages are encoded with a ‘preferred’ reading
- Hall argued the ‘encoding’ is conducted by media owners, editors and journalists (these people tend to be white, middle-class, well-educated males) who use the media to communicate journalists values, interests and beliefs at the expense of other views (see churnalism )
- The process of encoding through dominant social groups, previously mentioned, is explained through neo-Marxist views of media owners
- Hall said these ‘encoded’ messages are then ‘decoded’ by the audience through a combination of ‘preferred’ and ‘negotiated’ reading
- Morely (1980) conducted further research into this
Continued…
Like this:
Like Loading...
Related
sociologytwynham.com 
Leave a Reply