Reception Theory - encoding/decoding

Stuart Hall (sociologist) refers to the codification of institutional production practices that are learned by programme makers, journalists, etc., in the course of their careers. interpretative acts are also codified. It is with these that Hall introduces an interface between interpretation, and the social and ideological position of the audience.

Hall described three broad classes of reading based on:

• Dominant codes 
• negotiated codes 
• oppositional codes