This is a slide share on Encoding and Decoding theory that Stuart Hall came up with.

1. Encoding and Decoding
Theory

2. Stuart Hall-Encoding and Decoding
Stuart Hall is a cultural theorist and professor of
sociology at the open university.
Stuart Hall looked at the role of audience
positioning in the interpretation of mass media
texts by different social groups. Hall came up with a
model supporting three ways in which we may read
a media texts.

3. Encoding and Decoding
These three ways are:
Dominant Reading- the reader fully accepts the preferred reading
(audience will read the text the way the author intended them to)
The negotiated reading- the reader partly believes the code and
broadly accepts the preferred reading, but sometimes modifies it in a
way which reflects their own position, experiences and interests.
The oppositional reading- the readers social position places them in an
oppositional relation to the dominant code. They reject the reading.