The Coding/Decoding Model

• The Coding/Decoding Model is an example of an Active Audience Approach
• Neo-Marxist Hall (1973) conceptualised the Coding/Decoding Model
• Neo-Marxist Hall conceptualised the Coding/Decoding Model in 1973
• Hall (1973) argues that media messages such as Television news broadcasts, are coded or constructed by media professionals in ways that supports the power structures of society, but also contends that audience are able to decode these messages
• Hall (1973) conceptualised the Coding/Decoding Model which is structured using:

  1. The Dominant or Hegemonic Reading
  2. The Negotiated Reading
  3. The Oppositional Reading
• Hall (1973) uses the Coding/Decoding Model to show the audience's interpretation of media, the 1st Stage is 'The Dominant or Hegemonic Reading':

  • This is where the audience takes in the meaning that the media professionals intend and 'believe the message'
• Hall (1973) uses the Coding/Decoding Model to show the audience's interpretation of media, the 2nd Stage is 'The Negotiated Reading':

  • This is where the audience mixes the 'Dominant or Hegemonic Reading' with alternative ideas and the meaning is slightly altered in relation to that intended by media professionals
• Hall (1973) uses the Coding/Decoding Model to show the audience's interpretation of media, the 3rd Stage is 'The Oppositional Reading':

  • This is where the audience constructs a meaning that is totally different to the 'Dominant or Hegemonic Reading' intended by the media professionals - For example, a person watching a TV Programme that supports a political party decides to vote against the Party