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Stuart Hall's Encoding/Decoding (1980) essay, in which the academic examines the connection between the processes of encoding and decoding messages in TV programmes, expresses very similar ideas. Hall describes how meaning must be converted into discourse through signs or symbols in order to be encoded into a programme. Hall contends that signs and symbols used to communicate a concept need to be decoded, which is similar to Flusser's thesis that every text needs to be understood. A word or a sentence can be understood in a variety of ways depending on the context in which viewers are watching, therefore the decoding process also occurs when the signs and symbols are those of a particular language. The 1929 painting Ceci n'est pas une pipe might also be seen as Magritte's means of confounding and ridiculing his audience because he painted a pipe and wrote underneath that it is not one. As a result, under Hall's view, the audience plays a crucial role since it has the ability to develop its own concepts and messages about a media product independent of the one that the author intended to convey.

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