Encoding and Decoding: simply is what the audience reads/makes sense of; from the text/film
The encoding process happens during the phase of media production whereas 'decoding' is what audiences do during consumption.
'Encoding is guided by a professional code in which media producers follow certain procedures in order to comply with regulatioins and uphold standards of professionalism. This code serves to maintain the political and economic status quo'
However, the phase of the audience decoding doesn't necessarily accept what is encoded in media representations, leaving 3 different types of decoding.
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