In the 1970s, media scholar Stuart Hall developed the encoding/decoding model as a response to the dissatisfying findings of __________ research.

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Stuart Hall developed the encoding/decoding model as a response to the dissatisfying findings of media-effects research. Media-effects research focused on the direct and unilateral effects of media messages on audiences, without taking into account the active role that audiences can play in interpreting and decoding those messages. The encoding/decoding model proposed by Hall emphasized the importance of understanding the production, circulation, and reception of media texts as a complex and dynamic process shaped by social and cultural factors, including power relations and discursive practices.

In the 1970s, Media Scholar Stuart Hall Developed the Encoding/decoding