The have 2 main concepts :

IDEAS

• Hall's work covers issues of hegemony and cultural studies, taking a post-Gramscian stance.
He regards language-use as operating within a framework of power, institutions and
politics/economics. This view presents people as producers and consumers of culture at the
same time.

• . Hall developed these ideas further in his model of encoding and decoding of
media discourses. The meaning of a text lies somewhere between the producer and the
reader. Even though the producer encodes the text in a particular way, the reader will decode
it in a slightly different manner.

His works — such as studies showing the link between racial prejudice and media — have a
reputation as influential, and serve as important foundational texts for contemporary cultural
studies.

• Hall has also widely discussed notions of cultural identity, race and ethnicity, particularly in the
creation of the politics of Black diasporic identities.

Encoding/decoding
• In 'Encoding/decoding', Hall suggests media messages accrue a common-sense status in part
through their performative nature. Through the repeated performance, staging or telling of the
narrative of '9/11' (as an example; but there are others like it within the media) a culturally
specific interpretation becomes not only simply plausible and universal, but is elevated to
"common-sense."[9]