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Understanding Media Interpretation: Encoding/Decoding Approach, Study notes of Communication

This document, presented by Val Morrison at the NCCHPP Summer Institute in 2010, discusses the encoding / decoding approach to media communications. It covers the introduction to the approach, classical approaches to media communication, and the turning point of the encoding / decoding approach. The document also explores the elements of context, the active nature of communication, and the audience's role in decoding media messages.

What you will learn

  • What are the elements of context in the encoding / decoding approach?
  • What is the encoding / decoding approach and how does it differ from classical approaches?
  • How is the audience involved in decoding media messages according to the encoding / decoding approach?
  • What are the classical approaches to media communication?

Typology: Study notes

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Understanding Media Communications:
The Encoding / Decoding Approach
Val Morrison
NCCHPP
NCCHPP
Summer Institute
Winnipeg, Manitoba
June 29, 2010
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Understanding Media Communications:

The Encoding / Decoding Approach

Val Morrison NCCHPPNCCHPP Summer Institute Winnipeg, Manitoba June 29, 2010

Overview of Session

Introduction

Classical approaches to mediacommunications

The encoding / decoding approach

The encoding / decoding approach

Practical exercises

Conclusion

Introduction

Understanding media texts

What is the meaning of this message?

Classical approaches to media

communication

Communication as a linear process

« Hypodermic needle theory »

Classical approaches to media

communication

Communication as a linear process

« Magic bullet theory »

The encoding / decoding

approach

Elements of context

1960s /70s Britain / British academia

Centre for Contemporary Cultural Studies

Centre for Contemporary Cultural Studies (The « Birmingham School ») - Culture, politics, and communication - Stuart Hall - Encoding /decoding

The encoding / decoding

approach

Turning point in media communicationtheory

Conclusive break with

Dominant (American) models

Dominant (American) models - Aesthetics - Idea of audiences as passive consumers

The encoding / decoding

approach

Production and consumption aredetermined by a range of influences:

Discourses of the medium

Discursive contexts of composition and

Discursive contexts of composition and consumption - Technologies used

There is nothing natural about communication

The encoding / decoding

approach

There is nothing natural about communication

Messages have to be constructed before they can be sent can be sent

Construction and reception are active, socialevents

The encoding / decoding

approach

Potential for misunderstanding is limitedby communication systems

Many « codes » used in media messages

Many « codes » used in media messages appear to be natural because they havebecome completely normalized

The encoding / decoding

approach

« French aircrash disaster inquiry

shock »