The first, the traditional model, is criticized for its linearity вЂ“ sender/message/receiver вЂ“ and for its lack of structured conception of various moments as a complex structure of relations. In his essay, Hall compares two models of communication. This is when 'distortions' or 'misunderstanding' arise from 'lack of equivalence' between the two sides in communicative exchange. However, it is still possible for the message recipient to understand a message in a completely different way from what the encoder was trying to convey.

Effective communication is accomplished only when the message is received and understood in the intended way.

The audience is trying to reconstruct the idea by giving meanings to symbols and by interpreting the message as a whole. It is a process of interpretation and translation of coded information into a comprehensible form. The decoding of a message is how an audience member is able to understand, and interpret the message. It is very important how a message will be encoded it partially depends on the purpose of the message. The symbols can be words and numbers, images, face expressions, signals and/or actions. body language, hand gestures, face expressions) symbols for which he or she believes the receiver (that is, the decoder) will understand. words, signs, images, video) and non-verbal (e.g. In the process of encoding, the sender (i.e. It is a system of coded meanings, and in order to create that, the sender needs to understand how the world is comprehensible to the members of the audience. The encoding of a message is the production of the message.

3 Three positions upon decoding messages.'The level of connotation of the visual sign, of its contextual reference and positioning in different discursive fields of meaning and association, is the point where already coded signs intersect with the deep semantic codes of a culture and take on additional more active ideological dimensions.' Whether there is a large audience or exchanging a message to one person, decoding is the process of obtaining, absorbing, understanding, and sometimes using the information that was given throughout a verbal or non-verbal message.ДЇor example, since advertisements can have multiple layers of meaning, they can be decoded in various ways and can mean something different to different people. Decoding is all about the understanding of what someone already knows, based on the information given throughout the message being received. Sometimes when someone is trying to get a message across to someone, the message can be interpreted differently from person to person. For example, some body language signs for when someone is upset, angry, or stressed would be a use of excessive hand/arm movements, red in the face, crying, and even sometimes silence. Decoding has both verbal and non-verbal forms of communication: Decoding behavior without using words means observing body language and its associated emotions. When you decode a message, you extract the meaning of that message in ways that make sense to you. In simpler terms, encoding/decoding is the translation of a message that is easily understood. Hall proposed that audience members can play an active role in decoding messages as they rely on their own social contexts, and might be capable of changing messages themselves through collective action. Titled 'Encoding and Decoding in the Television Discourse', Hall's essay offers a theoretical approach of how media messages are produced, disseminated, and interpreted. The Encoding/decoding model of communication was first developed by cultural studies scholar Stuart Hall in 1973.

Encode vs decode