Encoding, Decoding

According to Stuart Hall, "what naturalised codes demonstrate is the degree of habituation produced when there is a fundamental alignment and reciprocity - an achieved equivalence - between the encoding and decoding sides of an exchange of meanings. To put it simple, our brains are jammed packed with naturalised codes. I never really thought about this subject in as much depth, and with as much seriousness as how it is dealt with in this article. I can barely listen to the radio anymore without feeling disturbed. The themed jingles for radio commercials, the ones I know off by heart, trigger an image in my head of the company they represent. I am completely aware the radio is brain-washing, but my awareness does not stop the brain washing process. I still suddenly crave chilly and a bun when I hear the "stag chill ski watch" advertisment. When I hear Sean Paul's "Temperature" I feel like dancing up a storm at the bar. These encodings, which are decoded, are then again recoded, and decoded again, to the point where there is no substance which is pure anymore. Every idea is recycled back into the system in which we, like computers perceive them as realities because that is how we have been programmed in this post industrial world.