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Underlying this is the viewers' awareness of the 'constructedness' of the text, which is a different dimension from meaning making in the decoding process. [12] [13] The third problem addresses the positions of encoding. Hall's model does not differentiate the various positions media producers may take in relation to the dominant ideology.
When there is symmetry in the communication process - symmetry between encoding and decoding - it can be placed in the field of “meaningful media signs” (Meagher 185). Within this view, there are two dominant positions that one can take: there is the most symmetrical position (called the dominant hegemonic position) and there is the least ...
Models of communication simplify or represent the process of communication. Most communication models try to describe both verbal and non-verbal communication and often understand it as an exchange of messages. Their function is to give a compact overview of the complex process of communication.
Encoding, in semiotics, is the process of creating a message for transmission by an addresser to an addressee. The complementary process – interpreting a message received from an addresser – is called decoding .
The process of communication can fail in various ways. For example, the message may be distorted by external noise. But errors can also occur at the stages of encoding and decoding when the source does not use the correct signs or when the pattern of decoding does not match the pattern of encoding.
Lasswell's model is also utilized in pedagogical settings to teach students the major elements of the communication process and as a starting point for developing hypotheses. Lasswell and others have used his model beyond the scope of mass communication as a tool for the analysis of all forms of verbal communication.
But there are also many non-verbal communication skills, like the encoding skills of drawing and gesturing. [8] [36] Berlo sees thought or reasoning as an additional communication skill relevant both to encoding and decoding. [37] The communication skills required for successful communication are different for source and receiver.
Audience reception theory can be traced back to work done by British Sociologist Stuart Hall and his communication model first revealed in an essay titled "Encoding/Decoding." [ 2 ] Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. [ 3 ]