Web Reference: Hall proposed that audience members can play an active role in decoding messages as they rely on their own social contexts and capability of changing messages through collective action. Thus, encoding/decoding is the translation needed for a message to be easily understood. Hall argues that communication is a complex structure of relations, not a linear circuit, and that discourse is a key moment in the process. He explains how encoding and decoding are relatively autonomous but not independent, and how they are shaped by social and cultural factors. 96 ENCODING, DECODING confused with distinctions in the real world. There will be very few instances in which signs organized in a discourse signify only their 'literal' (that is, near-universally consensualized) meaning. In actual discourse most signs will combine both the denotative and the connota- tive aspects (as redefined above).
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