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Margarita Banting FDNS 102.002 K2C September 30, 2002 "Decoding At the Moment of Consumption" In "Encoding, Decoding", Stuart Hall identifies with the moment of consumption. In that moment, the process of decoding occurs. Although the process of decoding may seem simple at first thought, it is actually complex. People's different ways of interpreting events is what makes decoding complex. There are social, economical, and cultural differences that should be considered. Thus, rather than simply decoding a message and absorbing everything that the producers wish to convey to the consumers, we must look into the denotative and connotative aspects of the decoding process, as well as "three hypothetical positions" from which the consumer can interpret the message. Once the "sign vehicle" has left the hands of the distributor, it is up to the consumer to decode and interpret the signs, or codes. But before decoding a message, we must take into account...

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