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