The Encoding/Decoding Model, developed by Stuart Hall, suggests that media messages are encoded by producers with specific meanings and decoded by audiences who interpret them based on personal contexts. This model highlights the active role of audiences in interpreting media, emphasizing that meaning is not fixed but negotiated through a dynamic process of communication.

Encoding/Decoding Model

Stuart Hall

media messages

specific meanings

audiences who interpret

personal contexts

active role of audiences

interpreting media

meaning is not fixed

Negotiated meaning

dynamic process of communication

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