encoding/decoding

many theorist have different appraoches to encoding/decoding. stuart halls approach to textual analyisis mainly focuses on negoatation and oppposition on part of the audience. he says that the audience does not passively accept the text and a certain amount of acitivity will become involved. he claims that the main reason why why some people accept or reject a given reading depends on the cultrual background of a person, and that the menaing of the rext lies between the audience and the producer. the producer may encode a text in a certain way however the reader will decode it differently.
umberto says that text aimed at large audeicnes are encoded so that most od the audeince decode the preferred meaning this is called a cloded text.
an open text is one that has many meanings and can be seen as ambigious which is understood by a number of audeince members in a number of different ways.
barthes belives that the meanings of images can be layed down to give a preferred meaning through the process of anchorage. he says all etxt are encoded in a way to reinforce dominanat, cultrual ideologies or values. the concept of myth is that text are encoded to make representation seem natural or common sense.