Hall's Theory of Encoding/Decoding

Hall's Theory of Encoding/Decoding explains how media messages are created and interpreted. "Encoding" is when producers craft a message with intended meanings, and "Decoding" is how viewers interpret that message. However, audiences may understand it differently based on their own experiences, beliefs, or context. Sometimes, viewers accept the message as intended (dominant-hegemonic reading), other times they challenge it (oppositional reading), or interpret it differently altogether (negotiated reading). This theory highlights that communication is dynamic and that meaning is created through the interaction between the sender’s intentions and the receiver’s interpretation.