Unless they are wildly aberrant, encoding will have the
effect of constructing some of the limits and parameters
within which decodingswill operate. If there were no limits,
audiences could simply read whatever they liked into
anymessage. No doubt some totalmisunderstandings of
this kind do exist. But the vast range must contain some
degree or reciprocity between encoding and decoding
moments, otherwise we could not speak of an effective
communicative exchange at all. (515)