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The Encoding/decoding model of communication was first developed by cultural studies scholar Stuart Hall in 1973. Titled 'Encoding and Decoding in the Television Discourse,' Hall's essay offers a theoretical approach of how media messages are produced, disseminated, and interpreted.〔Hall, Stuart. Encoding and Decoding in the Television Discourse. Birmingham, England: Centre for Cultural Studies, University of Birmingham, 1973. 507–17.〕 As a founder of the Birmingham School of Cultural Studies, Hall has had a major influence on media studies. His model claims that TV and other media audiences are presented with messages that are decoded, or interpreted in different ways depending on an individual's cultural background, economic standing, and personal experiences. In contrast to other media theories that disempower audiences, Hall advanced the idea that audience members can play an active role in decoding messages as they rely on their own social contexts, and might be capable of changing messages themselves through collective action. In simpler terms, Encoding/decoding is the translation of a message that is easily understood. When you decode a message, you are extracting the meaning of that message into terms that you are able to easily understand. De Decoding behavior without using words would be observing body language. People are able to decode body language based on their emotions. For example, some body language signs for when someone is upset, anger, or stressed would be a use of excessive hand/arm movements, red in the face, crying, and even sometimes silence. Sometimes when someone is trying to get a message across to someone, the message can be interpreted differently from person to person. Decoding is all about the understanding of what someone already knows, based on the information given throughout the message being received. Whether there is a large audience or exchanging a message to one person, decoding is the process of obtaining, absorbing, understanding, and sometimes using the information that was given throughout a verbal or non-verbal message. 〔("Active Audience." ) Stereotypes in the Media. March 25, 2010.〕 For example, since advertisements can have multiple layers of meaning, they can be decoded in various ways and can mean something different to different people.〔Kelly, Aidan, Katrina Lawlor, and Stephanie O'Donohoe. "Chapter 8- Encoding Advertisements: The Creative Perspective." The Advertising and Consumer Culture Reader. By Joseph Turow and Matthew P. McAllister. New York: Routledge, 2009. 133–49.〕 Hall claims that the decoding subject can assume three different positions: Dominant/hegemonic position, negotiated position, and oppositional position. ==Definition== In his essay, Hall advances a four-stage model of communication that takes into account the production, circulation, use and reproduction of media messages.〔 In contrast to the traditional linear approach of the sender and receiver, he perceives each of these steps as both autonomous and interdependent. "Each stage will affect the message (or ”product”) being conveyed as a result of its ’discursive form’ (e.g. practices, instruments, relations). This implies that, for example, the sender of information can never be sure that it will be perceived by the target audience in the way that was intended, because of this chain of discourse." 〔("Stuart Hall's Essay on Encoding/Decoding." ) Floating Data. April 20, 2011.〕 Each of these steps helps defines the one that follows, while remaining clearly distinct.〔 These four stages are: #''Production'' – This is where the encoding of a message takes place. By drawing upon society's dominant ideologies, the creator of the message is feeding off of society's beliefs, and values. #''Circulation'' – How individuals perceive things: visual vs. written. How things are circulated influences how audience members will receive the message and put it to use. #''Use'' (distribution or consumption) – This is the decoding/interpreting of a message which requires active recipients. This is a complex process of understanding for the audience. #''Reproduction'' – This is the stage after audience members have interpreted the message in their own way based on their experiences and beliefs. What is done with the message after it has been interpreted is where this stage comes in. At this point, you will see whether individuals take action after they have been exposed to a specific message. The encoding of a message is the production of the message. It is a system of coded meanings, and in order to create that, the sender needs to understand how the world is comprehensible to the members of the audience. The decoding of a message is how an audience member is able to understand, and interpret the message. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Encoding/decoding model of communication」の詳細全文を読む スポンサード リンク
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