Encoding and Decoding theory states that people who create media create it with an intended message. The creator encodes it in whatever media he chooses and then the consumer is left to decode what the message is. I believe that this theory is most defiantly valid in my field of work. I've seen this all the time in media. There are instances where I don't get what the billboard or the TV commercial is talking about but maybe the person next to me does. It is also very possible to decode a message in the wrong way, to have a completely different idea from what that original creator was talking about. This has happened to me before.
What are some examples of you misunderstanding an artists intended message? I know that I didn't understand the commercial with the Toyota Venza for a while. I didn't understand why she was talking about how many friends her parents had on Facebook I thought that she was talking about how she got her parents to go out and hangout with people by having a lot of friends on Facebook. I finally understood what the commercial was about when I was sitting with my parents watching TV. My mom explained that the parents were in fact living and the daughter wasn't living.
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