In our daily lives, we are exposed to a constant flow of information – whether through TV news, social media or advertising campaigns, information always seems to flow around us. However, information is not simply delivered to us, but is deconstructed and reconstructed in different cultural and social contexts. In his famous theory of ‘encoding and decoding’, Stuart Hall pointed out that the meaning of a message is not fixed, but is constantly generated and shifted through the process of encoding by the sender and decoding by the receiver.The development of the encoding/decoding model represents an important stage in the conceptualization of televisual communication(Wren-Lewis, J. ,1983).This blog will discuss this theory by listing a few different mediums to start the analysis.
Encoding and decoding: a two-way process of information transfer
In the theoretical framework of ‘encoding and decoding’, the transmission of a message is not just a one-way process in which the sender transmits content to the receiver, but a complex two-way interaction. The sender of a message (e.g. the media, advertisers, politicians, etc.) encodes the message, selecting, designing and presenting it according to specific values, ideologies or purposes. Upon receiving the message, the receiver relies on his or her own background, experience and cultural context to interpret the message, a process that determines the ultimate meaning of the message.
Hall categorises information interpretation into three main modes:
- Dominant decoding: the audience fully accepts the viewpoints and intentions of the encoder.
- Negotiated decoding: the audience accepts parts of the message while modifying or rejecting certain parts.
- Adversarial decoding: the audience completely rejects the views and intentions of the encoder and presents its own interpretation.
Over the past four decades, many researchers have applied Encoding/Decoding concepts to an analysis of television, film, and other forms of cultural expression(Kropp, E.L.,2015).This interaction between encoding and decoding is not only reflected in everyday media consumption, but also influences our thinking and behaviour in politics, culture and even business.
I. Encoding and Decoding in Advertising
Nike’s adverts often feature motivational language and energetic scenarios, with the goal of inspiring the viewer to play sports and conveying the belief that ‘anyone can do it’.
Coding process:
The advert conveys a positive attitude by showing people from different backgrounds overcoming challenges and demonstrating perseverance and enthusiasm. Behind these images and copy, Nike wants consumers to associate the brand with positive energy such as effort, hard work and a sense of achievement.
Decoding process:
- Dominant Decoding: Many viewers may be motivated to think that Nike inspires them to reach their potential and become attached to the brand, to the point of wanting to buy Nike’s sports equipment.
- Negotiated decoding: Some viewers recognised the motivational effect of the advertisements, but felt that the content of the advertisements exaggerated the impact of the brand in some ways.
- Confrontation decoding: Some may see advertising as mere commercial marketing, where the purpose of a brand is simply to sell more products.
II. Encoding and Decoding in Social Media Content
Many social media users, especially online celebrities, use platforms such as Instagram to showcase their ‘perfect’ lives – beautiful places to visit, exquisite meals to eat, stylish outfits to wear. This content is carefully filtered and edited, and is ideally coded to portray a particular lifestyle.
Coding process:
When content creators publish photos and videos, they incorporate aesthetic design, retouching and editing to present a ‘flawless’ image. This coding process is intended to attract the attention, admiration and even imitation of the viewer.
Decoding process:
- Dominant decoding: some viewers fully accept this content as the standard of living they should aspire to.
- Negotiated decoding: some viewers may enjoy the content, but at the same time realise that it does not fully reflect real life and remain at a distance.
- Confrontation decoding: some viewers may be turned off by this presentation of perfection, believing that it will exacerbate societal pressures, especially unrealistic expectations of adolescents.
III. Encoding and Decoding in Film
Heroic characters in Disney films are often portrayed as brave, kind and filled with a sense of justice, such as Simba in The Lion King.
Coding process:
Through these characters, Disney delivers positive messages of courage, friendship, love, and family values in an attempt to move and inspire audiences through storytelling and visual effects.
Decoding process:
- Dominant decoding: children may embrace the behaviours and values of these characters and try to emulate the behaviour of the heroes, believing that these virtues are worth pursuing.
- Negotiated decoding: some adult viewers may appreciate the artistry of the film, but can also see the commercial motivations behind the characters, such as appealing to a family audience.
- Confrontation decoding: some viewers may be critical of certain values presented in films, such as excessive attention to physical appearance and the homogeneous image of the hero, arguing that these elements should not be the only references influencing adolescents.
Through these examples, we can see how the processes of encoding and decoding shape our understanding of and response to information. ‘Encoding and decoding is not only a theory of information transfer, but also an interactive process of social, cultural and political forces. As Hall argues, decoding is an active process in which we are not only receivers of information, but also interpreters and critics. The construction and interpretation of messages is widely used in different media and the way each individual decodes is influenced by their personal background, cultural perceptions and social environment. By understanding the encoding process behind messages, we can see more clearly how advertising, media and politics shape our perceptions while empowering us to reflect and make choices. In modern society, understanding this process helps us to improve media literacy, develop critical thinking, maintain independent judgement in the face of information bombardment, prevent passive acceptance and learn to actively analyse and make choices.
Reference list
Hall, S. (1980). Encoding/decoding culture. Media, Language by S Hall, D Hobson, a Lowe and P Willis (eds) London: Hutchinson.
Insta, an (2017). Are You Living an Insta Lie? Social Media Vs. Reality. [online] YouTube. Available at: https://youtu.be/0EFHbruKEmw?si=GuYMrLyOhER0NbwS [Accessed 17 Nov. 2024].
King (2019). The Lion King | Original Trailer | Disney+. [online] YouTube. Available at: https://youtu.be/lFzVJEksoDY?si=xGGyP1aRlbYqLFXi [Accessed 17 Nov. 2024].
Kropp, E.L. (2015). Using social scientific criteria to evaluate cultural theories: encoding/decoding evaluated. KOME: An International Journal of Pure Communication Inquiry, 3(2), pp.10-26.
Wren-Lewis, J. (1983). The encoding / decoding model: criticisms and redevelopments for research on decoding. Media, Culture & Society, 5(2), 179-197. https://doi.org/10.1177/016344378300500205
You (2020). Nike – You Can’t Stop Us (2020). [online] YouTube. Available at: https://youtu.be/pcXTnyCmQbg?si=Au3owjUq_LTpZ8R0 [Accessed 17 Nov. 2024].
