ENCODING/DECODING MODEL OF COMMUNICATION

Encoding/Decoding Model of Communication in Audience Research

Encoding/Decoding Model of Communication in Audience Research

Introduction

The encoding/decoding model of communication was proposed by Stuart Hall in 1973. The model stated the mechanism of communication between the sender (encoder) and receiver (decoder). The message is encoded by the sender which is decoded by the receiver to read the message. This concept explains the basis of general communication method in terms of mass communication. The major influence of Stuart Hall was media studies. Therefore, the encoding/decoding model of communication was highly regarded in the concerned fields. This paper discusses the importance of this model with respect to the study of media audiences and the extent to which it is still significant in the present day.

Discussion

The encoding/decoding model is a vital moment in audience research. The audience research is mostly done by communicating the message in an effective manner to anticipate the desired outcome. If the message is not properly encoded or misinterpreted by the audience while decoding, might cause the variation in overall results (Buckingham, 1993). The framing of message in communication flow is sometimes considered as art by most researchers to explain the impact and importance of encoding to audience. It is anticipated that the research audience who do not have the knowledge of prior communicated message should be expressed in convenient manner. The problems arise when the intended meaning of the encoder is not successfully decoded by the audience.

The communication itself provides the basis of message delivery and conveyance. In order to make this process effective, several models have been introduced to enhance the successful methods of communication. Therefore, encoding/decoding model of communication has offered viable and strong grounds to the flow and circulation of message. However, there are many challenges and issues faced by this model. It has mostly supported the communication process with expediency and convenience which promotes its importance and significance in the field of media study and audience research (Miller, 2001).

Importance of Encoding/Decoding Model of Communication in Audience Research

The significance of communication model in present day is highly substantial in media studies. This means that the importance of encoding/decoding model is relevant these days through its applications in various areas of study. The simplicity of this model provides advantage to researchers in understanding the audience in an effective manner and communicates accordingly. The meaningful exchange can only take place if the message is correctly decoded by the receiver. In order to be produce the intended reaction within the audience, the message should be understood and well articulated. There are various factors exerting control over the encoding/decoding model of communication. This determines the importance and significance of encoding/decoding model of communication in audience research.

The encoding/decoding model of communication plays an important role in audience research. The factors affecting the model vary on wide scale such as level of understanding and prior knowledge of the audience. Stuart Hall argues these factors in detail with relevance to his communication ...