Stuart Hall-Encoding and Decoding

Stuart Hall's encoding and decoding theory is how messages in media are communicated to the audience, in which it can then be interpreted by the viewer. Decoding is to translate from the original form. He believed that institutions encode a message within to suit the social, economical and political society. It can be interpreted in three different ways:

Dominant reading: To interpret the the information as how the institution intended.
Negotiated reading: This is when the audience may agree on some of the content but disagree on some part.
Oppsitional reading: The audience may interpret the text differently and have conflicting ideas. They would disagree.

In conclusion, for the main brief, we hope that the message will be interpreted in dominant reading. This is because we want the audience to have similar views on how the main brief is communicated.