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encoding/decoding. In brief, an artifact is encrypted with a message or meaning (as created by its producer) and then deciphered by the person interacting with that artifact (the reader). Mackay (1997) explained this process in reading technology as text. “Technologies, like other texts, are encoded – in a physical sense in their design, and symbolically in their styling and marketing – and are decoded – that is, read by their consumers” (p. 269). The circuit of culture encourages a symmetrical analysis of the areas of production and consumption, and an understanding that there are not one-way connections between the two. Rather, an interrelated and multifaceted system is in place. Mackay (1997) claims that “...a cultural studies approach alerts us to the symbolic (as opposed to simply functional) significance of technologies” (p. 269). In other words, the ways in which a product is represented, a message decoded, or an identity put forth is reliant on a symbolic system. The circuit of culture illustrates how everything is interrelated in often extremely complex ways, making prediction very difficult. Hall (1980) described this process as related to the production of a broadcasted message: The institution-societal relations of production must pass under the discursive rules of language for its product to be realized. This initiates a further differentiated moment, in which the formal rules of discourse and language are in dominance. Before this message can have an ‘effect’ (however defined), satisfy a ‘need’ or be put to a ‘use’, it must first be appropriated as meaningful discourse and be meaningfully decoded. It is this set of decoded meanings that ‘have an effect’, influence, entertain, instruct or persuade, with very complex perceptual, cognitive, emotional, ideological or behavioural consequences (p. 109). 40PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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