Audiences who watch the news on a daily basis and consume their content sometimes believe what they see on the news, as their opinions are swayed by the way the news has been delivered.
The theory of Stuart Hall regarding the Encoding and Decoding explains how the communication of a provider from a television to the viewer or consumer is somewhat linear and straightforward, the sender makes the message which is to be received by the receiver. He theorises that the communication isn’t just a straightforward message to receiver connection or communication, but its delivered on connected but different moments that doesn’t capture the full picture.
Hall further explains that the moments between the process of the communication, from the production, division, delivery, to the consumption of the viewer and the viewer reproducing the topic from the message, spreading it further. All these levels of moments and production have their own interruptions and conditions. Like the distribution of the message doesn’t happen at the same time and remains as the same message as it was before, they change on how they are delivered, from the changes in gossip or how the situation was understood can easily change a fraction of what the original message was.
The interruptions and conditions for a message to be mixed into something entirely different can sometimes involve the culture especially when the audiences have different cultures. Language as different languages can sometimes be understood into something different from the real meaning. Politics since personal opinions on politics can manipulate the way the message is received, especially if the message is about a political view you agree or disagree with. Society as the views of the message can be similar or different from the views of the society. Institutions or Organisations can also affect the message depending on their opinion about the message will determine on how it will be delivered to its workers.
During the process of encoding and decoding, the levels of linear and non linear, the differences between understanding and misunderstanding happens exactly between the producer of the message and the receiver which can be considered as the audience. An example can be found in the recent news, for example in France, a news provider may create a news headline, presenting a peaceful protest of brave citizens fighting for their rights, while another news provider may create a news of their own, focusing on the looting, chaos and unrest caused by the protestors. Two news outlets covering the same event but focused on two different aspects of the event. This can cause mixed opinions about the protest, some may think that this is a good protest because the protestors are peaceful and are rightfully fighting for their right while another opinion may see this protest as a nuisance to the society, causing trouble to honest hardworking owners of the shops being looted, but the two different audience have mixed opinions because they weren’t shown the whole picture of the event, just the partial details of it.
