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Eco continues that in contemporary media, instead of being exceptions, aberrant decodings have become the norm. For example, TV broadcasters know beforehand that their messages will be interpreted in various ways. He speculated that because of this freedom of interpretation, the power of media over
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must be shared by both the sender and the receiver in order for the communication to succeed. For example, thoughts must be encoded into words, transmitted through air, and then be decoded back to thoughts. Often the sender has a certain meaning to convey with his message, hoping the receiver will
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claimed that the paintings are, in fact, depictions of dead animals. Thus, if we accept
Abercrombie's claim, we can argue that our modern culture, where we value living animals and only rarely encounter dead ones, has led us to aberrant decoding of the paintings.
103:. Aberrant decodings can occur in a more widespread range of situations, as wrong interpretation of a media product or text whose incoming message is not the one intended by the creator of the product or text.
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This idea of examining the messages contained in the media and how the audience interprets them has since become one of the core concepts of academic media research. Eco's article influenced, among others,
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about how messages can be interpreted differently from what was intended by their sender. The concept was proposed by
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Danesi, Marcel (2009), Dictionary of Media and
Communications. M.E.Sharpe, Armonk, New York. p. 3
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Eco, Umberto (1972). "Towards a
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A living trotting boar, or a dead boar lying on its side? Cave painting from
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People trying to interpret the meanings of past cultures. For example,
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interpret it correctly. This right interpretation can be called the
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in semiotics and communication theory could also refer to a
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individuals might be much less influential than is thought.
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People who came from different cultures. For example, white
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Communication, Cultural and Media
Studies: The key concepts
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by the receiver to understand the contained messages. The
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by the sender. These signs must then be transmitted and
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Hartley, John; Rennie, Elinor; Brennan, Marc (2002).
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