Transcoding & stereotyping -Stuart Hall

• Emphasised the concept of transcoding in media representation

• Occurs when media producers challenge negative stereotypes. Transcoding can be enabled through the use of countertypes or deconstructed stereotypes.

Transcoding: refers to the process of decoding and recoding cultural meanings.

Deconstructed stereotype: occurs when texts explain the affects of stereotyping. They may outline ‘why’ a character behaves negatively, thus producing audience empathy

• He argued that stereotypes are often perpetuated through media representations, as they simplify complex identities and reinforces existing power dynamics