How Social Media Uses Encoding and Decoding

It’s a regular, everyday occurrence to scroll on our social media or watch TV, often thinking that we’re receiving the information given to us. However, Stuart Hall’s theory of encoding and decoding suggests otherwise. Developed by the cultural theorist and political activist Stuart Hall in his essay “Encoding and Decoding in the Television Discourse,” Hall explains how producers use signs to encode meaning. Used by ideologies and resources, it is then decoded by the viewers, who interpret the given message itself (Media Studies, —-). Hall’s 1973 model has altered our understanding of media messages. In today’s modern media landscape, algorithms, posts, and interactions make this theory highly relevant.

Social media is an excellent example of how encoding and decoding are applied in practice. Every post, reel, and story that we see online is encoded with specific intentions and meanings by its creator. Once the content is posted, its audience, or the viewers, decodes it differently based on their individual experiences, backgrounds, and perspectives. An example of this is seeing the posts of TikTok influencers. If someone posts a “Get Ready with Me” video and showcases all the products, makeup, clothing, etc., that they have, people begin to decode it very differently. Three ways to interpret this are dominant reading, negotiated reading, and oppositional reading, all of which are suggested by Hall. Decoding the TikTok post dominantly, the audience might love this post and be influenced to invest in some of these products. Negatively, the viewers might start questioning the influencer about the realness of the post and why she is showing off her belongings. And then there’s oppositional reading, viewing the post as shallow, as if it were promoting products, as if it were her everyday life. This indicates that there is never a single, singular meaning. A single video elicits a wide range of reactions from its viewers. Hall’s model serves as a reminder that the audience isn’t passive consumers but active participants, where meaning is derived from decoding.