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In essence, the meaning of a text is not inherent within the text itself, but is created within the relationship between the text and the reader. [ 1 ] Hall also developed a theory of encoding and decoding, Hall's theory , which focuses on the communication processes at play in texts that are in televisual form.
The communication skills required for successful communication are different for source and receiver. For the source, this includes the ability to express oneself or to encode the message in an accessible way. [8] Communication starts with a specific purpose and encoding skills are necessary to express this purpose in the form of a message.
The discourse world [2] [1] [6] is the immediate environment a person is in when they are communicating. Discourse worlds can either be shared or split. A shared discourse world would include a face-to-face conversation, whereas a split discourse world would include an author and reader, where the two participants do not share a common environment.
By having contents of communication available in form of machine readable texts, the input is analyzed for frequencies and coded into categories for building up inferences. Computer-assisted analysis can help with large, electronic data sets by cutting out time and eliminating the need for multiple human coders to establish inter-coder reliability.
Many models of communication include the idea that a sender encodes a message and uses a channel to transmit it to a receiver. Noise may distort the message along the way. The receiver then decodes the message and gives some form of feedback. [1] Models of communication simplify or represent the process of communication.
Audience reception theory can be traced back to work done by British Sociologist Stuart Hall and his communication model first revealed in an essay titled "Encoding/Decoding." [ 2 ] Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. [ 3 ]
This occurs when there is a breakdown in communication which interlocutors attempt to overcome. [9] One of the participants in a conversation will say something that the other does not understand; the participants will then use various communicative strategies to help the interaction progress. Many different strategies may be employed by ...
In this model, the use of communication skills is applied to his theory for the source to communicate effectively he/she needs to have good communication skills. Communication skills should include listening, speaking, reading, and writing. It is important to know how to effectively communicate to apply this model.