कूटबद्धन/विकूटबद्धन

परिचय

Stuart Hall first presented the paper at a Council of Europe colloquium in Leicester in 1973 and circulated it as a stencilled paper of the Centre for Contemporary Cultural Studies in Birmingham, which he directed; a shortened version, “Encoding/Decoding”, was published in 1980. Against the idea of communication as the simple transfer of a message from sender to receiver, Hall argues that meaning is produced at each moment of a circuit: broadcasters encode events with professional codes that tend to reproduce the dominant ideology, and viewers decode them from their own social positions. The model shaped audience research in media and cultural studies; David Morley tested it in his study of viewers of the BBC programme Nationwide (1980).