nov 2, 1973 - Hall - Encoding and Decoding

Description:

Hall's structure for encoding and decoding, while originally thought of for television, can apply to any mass media. While the creator of a video game and its core audience may have one perception of the game, onlookers may have a different idea of what is going on and what the message is.

If someone's framework of knowledge is different, and their understanding of the medium is separate from the typical consumer, there is no doubt that that person will have a different opinion then that of the core audience. Things that would seem normal to a frequent user of a medium or in a different subculture may seem abhorrent to an outsider. Because of this, the "programme as 'meaningful' discourse" is difficult to reach and largely requires effort from all sides.