Texts are created for mass consumption kwa the producers, but the text and its ideas and storylines are disemminated, perceived and interpreted differently kwa us- the audience au be it consumers. This leads us onto Stuart hall's encoding/decoding model.
For Hall, the encoding/decoding model is a concept he originally devised where he explains that through the transmission of ideas and messages in the texts, Hall proposed three ways of kusoma and decoding texts: dominant, negotiated and oppositional. The dominant reading is where the viewer takes away that meaning from the TV onyesha and accept...
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