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Hall's encoding/decoding model has been widely used in mass media, but its potential in social media studies has not been explored thoroughly. To this end, this paper aims to broaden the fundamental principles and assumptions of the model and apply them to audience engagement and interaction in constructing cultural meaning through social media. By analysing the YouTube channel of Liziqi (Vlogger), this study adopts a two-stage content analysis to investigate the possibility of textual coding frameworks and audience engagement processes in the construction of cultural narratives. The study reveals that Liziqi represents Chinese culture through various symbols and constructs a micro-narrative coding framework that influences audience perceptions. The audience interprets the content in proactive and diverse ways, resulting in four types of decoding: pleasuring, reflective, empathic, and questioning. This research expands Hall's encoding/decoding model by exploring the production and reception processes in a multicultural context, revealing a shared cultural framework between sender and receiver. This paper provides a tool for scholars to use new conceptual tools for encoding/decoding to explore the meaning dimensions of social media interaction.

The incorporation of new media technology into journalistic practices led to online harassment, particularly of female journalists. The researchers investigated the tweets of four prominent Pakistani female journalists through the lens of post-colonial feminism and symbolic violence. The qualitative analysis of 239 tweets revealed themes that corroborated the dominance of sociocultural and political grounds in undermining the status of women and making them susceptible to online harassment. In culturally traditional communities, the position of women is "gender specific," and socioeconomic status cannot guarantee women's safety from cultural behaviors. The harassment themes included "you called for it," adhering to the limits of a male-dominated society, women's card, threats, " lifafa," shamelessness, religious policing, moral policing, and pseudo-intellectual labeling. The study recommends expanding research in sociopolitical, religious, and cultural contexts to comprehend symbolic violence, particularly in relation to women.

Audiobooks have gained significant popularity in China and other regions worldwide. While scholars and practitioners have extensively researched strategies to develop the audiobook market, limited attention has been given to the factors influencing audiences' attitude toward audiobooks, which is a gap this study aimed to explore. Survey data was collected from a total of 537 consumers and analyzed using partial least squares structural equation modeling. The results indicate that experiencing telepresence and emotional connectedness while listening to audiobooks positively contributes to audiences' affective outcomes, fostering their favorable attitude. The findings also reveal that narrator performance, background music, and the narrative style of an audiobook can potentially enhance telepresence and emotional connectedness. These results provide both theoretical insights and practical suggestions for audiobook publishers and other industry players.