I think it's really interesting how Hall talks about "meaning" of texts. A meaningful exchange isn't possible unless the message is correctly decoded by the receiver. The message must generate the intended reaction of the audience. This makes me think a bout positionality. When a media text is encoding a message to an audience, does the audience's positionality affect how they decode that message? I think it does very much so. So how do different types of media use this to their advantage? Can a media text appeal to different audiences/people of different positionalities even though it is sending the same message to them?