Blog 4

Research Topic: Why do you like seeing Hollywood films and how do you interpret them?

Key Concept:

1)    Encoding and Decoding model

In Encoding/Decoding Model, Stuart Hall (1980) proposed a model of mass communication that highlights the importance of active interpretation within relevant codes.

The encoding of a message is the production of the message. It is a system of coded meanings, and in order to create that, the sender needs to understand how the world is comprehensible to the members of the audience. In the process of encoding, the sender uses verbal, such as words, signs, images or video for which he or she believes the receiver will understand. The decoding of a message is how an audience member is able to understand, and interpret the message. It is a process of interpretation and translation of coded information into a comprehensible form. The audience is trying to reconstruct the idea by giving meanings to symbols and by interpreting the message as a whole.

From this perspective, we can say that the audience is the "source" as well as the "receiver" of the film message. We may characterize this communicative process in these terms: The institutional practices of broadcasting are required to produce a program. Circulation and reception are important "moments" in the production process. Thus, reception or consumption of the film message is a "moment" of the production process in its larger sense.

In my research project, it gather the opinions that how interviewees interpret Hollywood film. Using encoding and decoding model, it can detect how interviewees interpret the message of Hollywood film, and compare those result between interviewees.

Regarding to the process of my research, I am crating the questionnaires, I would upload the questionnaire to collect data. Also I am preparing the interview, and start the interview in 3 of April. The interviewees are come from different group such as student and worker. Last, I am still finding more articles that relevant with my project.