Media Text Analysis

Reading of an Advertisement : Encoding/Decoding Theory

“The Encoding/Decoding model of communication was first developed by cultural

studies scholar Stuart Hall in 1973. Hall's essay offers a theoretical approach of how
media messages are produced, disseminated, and interpreted. Hall has had a major
influence on media studies and his model claims that audiences are presented with
messages that are decoded, or interpreted in different ways depending on an
individual's cultural background, economic standing, and personal experiences. For
example, since advertisements can have multiple layers of meaning, they can be
decoded in various ways and can mean something different to different people.”

Hall claims that readers of a media text can identify ideology from three different
positions:

Dominant Position Oppositional Position Negotiated Position

Readers of the Readers understand the This position is a mixture of

advertisement interpret the
ideology directly, and
decode it exactly the way it
was encoded. “The
consumer is located within
the dominant point of view,
and is fully sharing the
texts codes and accepts
and reproduces the
intended meaning.” Often
readers identify with the
cultural beliefs and biases
as they are represented in
the text.
literal meaning, but form
their own ideological
interpretations. The
readers’ beliefs are directly
oppositional in relation to
the dominant code, and
although they understand
the intended meaning, they
do not share the text's
ideology. Often readers are
not part of the cultural
beliefs and biases
represented in the text.
accepting and rejecting
ideologies in the text.
Readers identify the
dominant ideology, but are
not willing to completely
accept it the way the
encoder has intended,
raising potentially
unintended meanings
supported through the
identification of codes and
conventions.

(Source: http://en.m.wikipedia.org/wiki/Encoding/decoding_model_of_communication)
 Media Text Analysis
Example of Ideological Reading:

Dominant Reading: A dominant reading of this ad identifies the association between

the codes, masculinity, and the product. The man in the image is upright with a look of
self-confidence, and leading an active life. The reigns, belt, and partial image of chaps
combined with what appears to be a horse’s mane suggest that he is a rancher, an
occupation requiring physical work with the dominant belief that this is the type of work
that is performed by men.

Oppositional Reading: An oppositional reading of this Marlboro ad might reference the

irony of an image which relies on masculinity to sell a product which causes impotence
in men; as well cardiovascular disease and lung cancer—clearly linked effects of
cigarette consumption—sap strength, thus making physical work very difficult. If a
consumer smoked enough of the product, then this scene would no longer be possible.

Negotiated Reading: A negotiated reading of the Marlboro ad identifies the masculine

image that the advertisement projects combined with the stereotype of the “strong silent
type” and acknowledges the health risks associated with this behaviour while linking
smoking with glamour and success. Additionally, the ad presents the image of a strong,
healthy, and “natural” male linked to the outdoors leading a traditional life which may still
be appealing; however, the health consequences of smoking manufactured cigarettes
makes this ironic (see the oppositional reading). Furthermore, the “pleasant” sense of
outdoors may be juxtaposed with the reality of the unpleasant smell of cigarette smoke
and may make the male figure represented unattractive in person.

Source: Sturken, M. & Cartwright, L. (2001). Practices of Looking: An Introduction to Visual Culture.
London: Oxford Press.