Stuart Hall wrote the context of the statement in the book, Encoding, and Decoding in the Television Discourse. Stuart Hall made the statement to express his reservations concerning the communication theories that supported mass communication. Initially, research concerning mass communication claimed that the communication process was simplified and linear (Hall, 1973). The linearity meant that information sent by messenger was simple and without a hidden agenda or meaning.
Mass communications research also pointed out the audience as passive and, thus, could take in any information given without scrutiny (Hall, 1973). However, according to Hall, many structures were involved in the production, consumption, and reproduction of communication (Hall, 1973). In addition, the media owners and those in power also significantly influenced the type of information sent to individuals, thereby controlling society. Hall explains the processes of encoding and decoding and their effects on imposing beliefs, systems, and ideologies in society through his work.
My understanding of the statement is that the messages consumed by individuals determine the ideologies spread. These messages get distributed through televisions and other media signs. The knowledge of the signals creates an impact on individuals. In such cases, each character sent intersects with a code, hence giving a particular message. The theories of coding and encoding get discussed in the context. Through the signs and codes sent, power and other ideologies get spread among people. For example, a specific sweater may be a sign of class in the fashion field. In such a case, society respects an individual wearing such a sweater as they seem classy. Politicians and those in the ruling class set the standards through media and the signs to spread their ideologies to other citizens.
Encoding and decoding theory explains how communication gets spread among individuals. Through the approach, the media understands ways of applying the right kind of information. Encoding is sending of the messages while those receiving them are decoders. The media affects society through the use of signs and signals spread. Most of the ideologies spread through the ruling class may get biased as they depend on those circulating them (Hall, 1973). Two of the theories connected to Stuart’s ideas are the agenda-setting and cultivation theories. According to these theories, those giving messages determine what society believes in and the reality of most individuals.
In most cases, the ruling class decides what should be acceptable or illegal in the community and spread that through the media. Encoding messages is essential since it also determines the kind of information individuals get (Hall, 1973). When choosing the messages to send, media and those involved in communication should check on the plan and purpose of the news then spread it most effectively. Through effective communication, the right ideas and systems get passed to the entire society.
This quote and the theories discussed are essential to communication scholars and human beings in general. First, understanding how messages spread and their effects on people is necessary since individuals stay aware of what they say. This knowledge enables people to focus on the news they give and how they present. Second, the theories ensure communication scholars learn the origins and purpose of media and its influence on societal beliefs and systems. Through this knowledge, media scholars may find better ways of solving societal issues by creating better communication channels. Lastly, learning the theories enables individuals to stay aware of the influence the ruling and powerful class has on society. Through this awareness, citizens fight against any exploitations and false ideologies that those in power may spread. This step promotes better societal systems and methods of communication.
Reference
Hall, S. (1973). Encoding and decoding in the television discourse. Centre for Cultural Studies, University of Birmingham.