Encoding and Decoding (Week 2)

In this week’s readings, i learned about the Hall’s four stages of communication that are production. circulation, use( which he calls distribution or consumption) and reproduction.  All these parts work independently and simultaneously effecting each other. According to the Halls theory messages encoded in any picture has a complex structure of dominance which is then decoded by the receiver. In this ad the message will be decoded within seconds of watching it, because of the bookshelves on the men shoulders, rather than their heads and the tagline which says “read yourself interesting”. The most important part of this process is how your receivers/ viewers will decode the negotiated code, either they will decode it visually or by reading the tagline. People may have different thoughts about your message, they might interpret it something which the encoder might not have encoded, however by watching this ad an average person will get the idea of what this ad is trying to communicate. For me this ad perfectly lies within lines of the Hall’s theory.Image

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Blog 1 : What pictures want? What do they portray? How do we engage to them?

249417_4800416813153_745809722_n   The picture is of a Mazar at Bhit-Shah, Sindh, Pakistan. Using only clues found within the image, I set out to determine the culture, tradition, emotional relationship and the time when this picture was taken (at night) and any influences that their culture may have had on their appearance and actions. If we look at the picture we get to know the influence of mazar on the lives of these women and how important is to pay a tribute or too spend time at a mazar. The colors shown in the picture makes it eye candy for a viewer and also tells us that colors are very important to these people and the calligraphy instantly gives us the idea that this is a religious place. The picture plays with our emotions by telling us the story of these women who are helpless and therefore they are there to ask for forgiveness or what ever they need in their lives. The picture lies in the genre of documentary photography, the picture portrays these people who are poor and influenced under certain circumstances and are marginalized individuals, so they have found a way to change their situation i.e Mazar.

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