British sociologist Stuart Hall believes that people are not empty vessels into which the media pour a defined assortment of beliefs, values, and ideas.Rather, audience members take an active role in consuming the products of the mass media.

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Stuart Hall's theory of encoding/decoding argues that media messages are not simply received and accepted by audiences, but rather audiences actively interpret and give meaning to them based on their own cultural backgrounds and experiences. Therefore, people are not passive receivers but active consumers of media.

British Sociologist Stuart Hall Believes That People Are Not Empty