Audience theory: Stuart Hall's Encoding and Decoding Theory

Here is another presentation I made, which details Stuart Hall's (1974) encoding and decoding theory.
This sees that audience members fall into 3 positions when processing a media text.

• The dominant-hegemonic position
• The oppositional view
• The negotiated position

Audience members are seen as either passive or active in the way they encode/ decode and media product.
This can be closely linked with our music video, as many of the symbols and themes woven through the narrative are presented implicitly. It is the audience members themselves who have to decode the moral of our fairytale themed music video.