Texts are created for mass consumption door the producers, but the text and its ideas and storylines are disemminated, perceived and interpreted differently door us- the audience of be it consumers. This leads us onto Stuart hall's encoding/decoding model.
For Hall, the encoding/decoding model is a concept he originally devised where he explains that through the transmission of ideas and messages in the texts, Hall proposed three ways of reading and decoding texts: dominant, negotiated and oppositional. The dominant reading is where the viewer takes away that meaning from the TV toon and accept...
continue reading...
