The opening ceremony of the Paris Olympics was presented in a unique way of cruising the Seine River, showing the historical culture and modern elements of France. Some of the bold and avant-garde performances have caused widespread controversy. By using Stuart Hall’s encoding and decoding theory, encoding and decoding are often asymmetric. Faced with the same text, audiences in different communication and reception structures will definitely have different ways of decoding information.
For example, “A scene that was interpreted by observers as mocking Christianity appeared at the opening ceremony of the 2024 Paris Olympics, which caused considerable controversy. The World Evangelical Alliance quickly responded carefully and respectfully, commenting that ‘even if it was not intentional, it felt disrespected.'”(Schirrmacher, 2024)
Dominant decoding occurs when audience interprets the information according to the creator’s intention. Some viewers believe that this scene symbolizes the diversity and inclusiveness advocated by the Paris Olympics, which is consistent with the overall theme of the opening ceremony. This decoding method recognizes the creator’s intention to express artistic expression and cultural diversity, and believes that this is a confident display of French modern culture.
However, negotiated decoding happens when the audience recognizes only part of intention of creators, and questions specific elements. For example, some viewers may accept that this is an attempt to celebrate multiculturalism, but question whether its form of expression is appropriate. They consider such expression may not be solemn enough at an occasion with global influence such as the opening of the Olympic Games. Audiences are influenced by many factors, such as their own cultural background, aesthetic preferences, knowledge level, and social experience. Different audience groups may have significant differences in the way they decode the same information, and even have confrontational interpretations that completely subvert the encoder’s intentions.
Through Hall’s encoding/decoding theory, it can be seen that the controversy caused by the diverse performance of the opening ceremony of the Paris Olympic Games is a typical case of differences in interpretation between creators and audiences. Whether it is dominant, negotiated or opposing interpretations, it shows that the meaning of media texts is not fixed, but changes dynamically with the audience’s cultural background, values and social position. This possibility of diverse interpretations is the core of cultural exchange and conflict.
Reference
Schirrmacher, T.P. (2024) ‘Lessons from the Olympic Ceremony Controversy’, Evangelical Review of Theology, 48(4), pp. 315–317.
It is an interesting approach, as everyone has different opinions of whether this is mocking Christianity or being creative including French culture. I agree, it just shows everyone think’s differently when processing information Infront of them; for this instance, religion plays a part to form an opinion for the opening ceremony. It would have been nice to shown some pictures of the World Evangelical Alliance calling out the Olympic ceremony to back up your statement. Overall, it is interesting to see how people think during big events in both negative and positive ways.
Hi Yinzi
This blog provides a thoughtful analysis of the Paris Olympics opening ceremony through Stuart Hall’s encoding/decoding theory. How you have broken down the audience’s varying interpretations, dominant, negotiated, and oppositional- illustrates the dynamic nature of media texts.
The example of the perceived mockery of Christianity is particularly compelling. It focuses on how cultural context can shape how different people respond. For some, the performance represented inclusivity and modernity, reflecting a dominant reading where the audience agrees with the creator’s intended message. For others, while they recognised the inclusivity, they felt the execution was inappropriate, showing a negotiated response where they questioned some elements. This highlights how the same media text can trigger different reactions depending on personal backgrounds and values.
It is also good how the blog connects these interpretations to broader cultural exchange and conflict ideas. The opening ceremony is a prime example of how global events often become a space for contested meanings, reflecting the diversity and complexity of audience perspectives. Emphasises Hall’s point that meaning is never fixed—it is always subject to negotiation and reinterpretation.
It would also be interesting to discuss how the event organisers may have prepared for or reacted to these interpretations. Did they encode the performance in a way that intentionally invited diverse readings, or was the controversy unexpected? Either way, this ceremony exemplifies the power and challenges of media as a tool for global communication. Additional references to the blog would strengthen its analysis and provide a broader theoretical grounding. Great work!
This was an amazing discussion post- great job! I do think the paris’s olympics opening ceremony shows a great example of Hall’s encoding and decoding theory. I do think this example can highlights all of Hall’s modes of decoding. There were certainly some people that fully accepted the creators intended message and some that only accepted part of it (dominant and negotiated) but I think it really highlights oppositional decoding. The controversy I had seen online, and frankly in-person living in a highly religious community, was people simply viewing it as a mockery of christianity: something discussed in your source. I struggle to see how that interpretation is anything but oppositional? I’m sure there were a few people who thought this was “not intentional” and still disrespectful which could negotiated decoding. But I think it’s mostly presents oppositional decoding as audience members took away a message entirely distinct from the one the author’s intended. Considering you don’t discuss oppositional decoding in your post, I would love to see if you agree with me or if you think it is simply not present at all. Would love to hear your thoughts! Good job!
Hi, in my view, the Paris Olympics opening ceremony is truly a classic example of how encoding and decoding can lead to opposing discussions. Firstly, it has indeed sparked a global debate about the forms of expression in classical art. I can understand the anger of those who feel that their sacred beliefs have been desecrated. At the same time, I can also accept this exaggerated and avant-garde form of expression because art, like aesthetics, is deeply personal and can embrace any form of expression. The differences in decoding among audiences from different cultural backgrounds clearly illustrate Stuart Hall’s theory. I really appreciate this clear and understandable example.
Hello, I believe this post captures Stuart’s encoding/decoding theory with the controversy surrounding this opening ceremony being a good example of how the media messages can be interpreted differently. It shows that social contexts and cultural contents play an important role in determining how a message is interpreted. While some saw this as a message of the need for diversity, a good number of Christians saw it as a mockery of their religion. This is understandable due to the similarities between how the scene was set in a manner similar to the Last Supper. As Stuart also points out, media texts can lack fixed meanings hence the openness in interpretation as seen in the above scenario. Hence, creating content needs to factor in the element of meaning-making to avoid controversies that may morph into uproars.
Your blog analyzes the controversy surrounding the opening ceremony of the Paris Olympics from a very unique perspective, drawing my attention to the designer’s idea of using Stuart Hall’s code/decode model to highlight the complexity of audience interpretation. Including different perspectives, such as cultural and religious stakeholders, and providing visual references can enhance the discussion. Expanding the broader impact on future public events will add depth. Overall, it’s an insightful exploration of media representation and cultural sensitivity.
Hi Yinzi! I really enjoyed your article. You effectively use Stuart Hall’s encoding/decoding theory to analyze the controversy surrounding the Paris Olympics opening ceremony, highlighting the disconnect between the creator’s intention and the audience’s interpretation. Through specific examples, you clearly demonstrate how cultural backgrounds and values influence the decoding of information, and your analysis is rigorous. However, I think you could further explore how to balance cultural expression with the diverse expectations of the audience in a globalized context, which would add practical value to the discussion!