Stuart Hall Developed Encoding & Decoding Information Discussion

I’m working on a sociology question and need an explanation and answer to help me learn.

 

Explain how Stuart Hall would apply the concepts of “encoding” and “decoding” to the following advertisement by Exxon Mobil. Do your best to explain what a “dominant” reading, a “negotiated” reading, and an “oppositional” reading of this advertisement might be?

For information: Exxon Mobil is the world’s largest private oil company and regularly ranks in the top ten of most capitalized and profitable companies globally.

Exxon Mobil TV Spot, ‘Energy Lives Here’ – iSpot.tv

 

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