The idea of Encoding & Decoding
When we think about communication, we often assume it’s simple: someone says something, and we understand it. But as Stuart Hall explained in his encoding/decoding model from 1973, it’s much more complex. Hall’s theory focuses on how media messages are created (encoded) and how audiences interpret (decode) them. What makes it interesting is that these interpretations can vary widely, depending on the audience’s background, culture, and experiences. Even though Hall introduced this idea decades ago, it’s more relevant than ever in today’s media-driven world. The message encoded is not identical to the message decoded. Meaning is not fixed or determined by the sender; it is always subject to interpretation by the audience
The message encoded is not identical to the message decoded. Meaning is not fixed or determined by the sender; it is always subject to interpretation by the audience
Stuart Hall from Encoding and Decoding in the Television Discourse (1973)
This quote perfectly captures the essence of Hall’s theory. It highlights the core of Hall’s theory, showing that the meaning of media messages isn’t simply transmitted from creator to audience but is shaped by the audience’s unique interpretations based on their personal experiences and cultural context.
What Is Encoding and Decoding?
At its core, Hall’s model explains that when media creators design content, they embed it with specific meanings this is the encoding process. Decoding happens when the audience interprets the message, which can go in one of three ways:
- Dominant-Hegemonic Position: The audience understands and agrees with the intended message.
- Negotiated Position: The audience partially agrees but questions or changes certain aspects.
- Oppositional Position: The audience rejects the message entirely and interprets it differently from what was intended.
The gap between encoding and decoding shows how meaning isn’t fixed; it depends on who interprets the message and in what context.
Memes
Look at the “How It Started vs. How It’s Going” meme. Initially, people used it to share their personal progress stories, like relationships or achievements. But soon, others flipped its meaning entirely, using it to highlight political failures or environmental crises. This is oppositional decoding in action—audiences took the original idea and gave it a completely different twist.
If you think about it, Hall’s model explains much of what happens on social media. Take memes, for example. Creators encode a specific meaning into a funny, political, or sarcastic meme. But when it’s shared online, people interpret it in various ways.
Advertising and Encoding/Decoding
Hall’s encoding/decoding theory is also evident in advertising, where brands often embed messages designed to resonate with audiences but can be interpreted unexpectedly. An example is the 2021 Sainsbury’s Christmas advert, Gravy Song. The ad showcased a joyful British family celebrating Christmas, with the central message focused on family traditions and togetherness. This positive, inclusive message reflects the brand’s commitment to diversity. While many viewers embraced the ad’s dominant reading, celebrating its portrayal of a modern, diverse Britain, some reacted with an oppositional reading, criticising the representation as overly political or not reflective of traditional UK Christmas adverts. This backlash sparked widespread debate online, with audiences interpreting the ad differently depending on their cultural or personal views.
Conclusion
Stuart Hall’s encoding/decoding model helps us understand how media messages work and why people interpret them differently. Whether it’s a meme, an ad, or a viral trend, these messages are shaped by the creators and redefined by the audience. Understanding this process gives us better insight into how media works—and how we shape it ourselves.
References
- Hall, Stuart. *Encoding and Decoding in the Television Discourse* (1973).
- Marwick, Alice, and Boyd, danah. “I Tweet Honestly, I Tweet Passionately: Twitter Users, Context Collapse, and the Imagined Audience.” *New Media & Society*, 2010.
- Sainsbury’s. (2021, November 16). Gravy Song | Sainsbury’s Christmas 2021 TV Advert.
This is probably the clearest blog I’ve ever seen! It’s supported by very good examples and it’s also supported by its own understanding of Stewart’s encoding and decoding models. The example of Christmas advertisement is apt to show that the audience’s interpretation will be affected by different aspects such as personal background and social background. The meaning is not fixed by the creator, but the audience’s interpretation of the information. After reading your blog, I have a clearer understanding of the interaction and diversity in the process of information transmission, and a better understanding of how we shape the media.