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... > social science subjects > communication and media studies > media studies > media and society > gender in the media > concepts in gender in the media > encoding and decoding

Preferred term

encoding and decoding  

Definition

  • Audience studies include a range of perspectives, from those stressing the power of the media text to those stressing the active audiences' resistance to media messages and their ability to read against the grain. The encoding/decoding model is a representative part of the effort, originating with British cultural studies scholars during the 1970s, to examine the process by which media messages become meaningful to the audience. [Source: Encyclopedia of Gender in Media; Encoding and Decoding]

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https://concepts.sagepub.com/social-science/concept/encoding_and_decoding

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