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what is encoding and decoding The Encoding and Decoding Theory is a theory of communication which suggests audiences actively read media texts and don’t just accept them passively. They interpret the media text according to their own cultural background and experiences. In his Encoding / Decoding theory, Hall suggested that media texts are read in three main ways. A dominant or preferred reading of the text is the way that its creators want an audience to understand and respond to it. An oppositional reading of the text is when an audience completely rejects the message. A negotiated reading is when the audience interprets the text in their own unique way, which might not be the way its producer intended. The idea of encoding/decoding is not supported by evidence. It is a way of thinking about the communication process which priorities audience and culture. This theory shifts our attention to the reception of media texts and how meaning is created.