Stuart Hall's theory of Encoding & Decoding
The theory claims that the audiences of Media will interpret messages in a different manner depending on their culture, economic standing, religion as well as personal experience. Hall's model claims that everyone will decode in different ways.
According to Hall, the one decoding can assume three different readings :
-> Dominant
->Negotiated
->Oppositional
NEWS SOURCE - Terror in Nairobi, Kenya
(Militants inside Westgate Shopping Centre have threatened to kill the remaining hostages as Kenyan security personnel try to end the siege (pictured) Taken from : Daily Mail
-> Dominant reading: Someone who lives possibly in the western society and has been brought up there as well as those who are well educated and want the people in Kenya massacre to be saved - will be likely to respond positively to this image and give the 'preferred response' to the creator. This dominant reader will feel that the Kenyan security personnel are really ''trying'' to save the ''remaining hostages''.
-> Negotiated reading: This will be the reading of someone whose personal view and the creators intentions are merged. The negotiated reader could feel that the ''Kenyan security personnel'' are trying to help, however they may think a step further and think that the security in Kenya aren't trying hard enough.
-> Negotiated reading: This will be the reading of someone whose personal view and the creators intentions are merged. The negotiated reader could feel that the ''Kenyan security personnel'' are trying to help, however they may think a step further and think that the security in Kenya aren't trying hard enough.
-> Oppositional reading: An oppositional reader will feel that the security aren't ''trying'' and will completely disagree with creator and say that the security are useless and not doing enough.
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