The encoding/decoding model (Stuart Hall's model)

Stuart Hall's encoding/decoding model explains how media messages are created and interpreted. "Encoding" is when producers craft a message with intended meanings, often reflecting their perspectives. "Decoding" is when viewers interpret that message, which can align with, challenge, or reinterpret the original intent based on their own experiences and beliefs. The model highlights that communication isn't just one-way; viewers actively interpret messages rather than passively receive them. So, a TV show or ad can be understood differently depending on who watches it, emphasizing that meaning is shaped by both the creator and the audience.