According to Umberto Eco, aberrant decoding takes place in a (A) Tribal society (B) Farming society (C) Mass society (D) Convergent society Correct Ans: (C) Explanation: Aberrant decoding happens when people interpret a message differently from what the sender intended. Umberto Eco, a famous semiotician, explained that this phenomenon is more common in mass society due to its diverse backgrounds, beliefs, and experiences. In mass communication, a message may have one intended meaning, but different individuals or groups may decode it based on their cultural, social, or personal perspectives. This leads to multiple interpretations, sometimes contradicting the sender's purpose. For example, an advertisement may aim to promote a product, but some audiences might see it as misleading, offensive, or promoting stereotypes. Similarly, a news report might intend to inform, but people with different ideologies may perceive bias in it. In a tribal or farming society, shared traditions and values create more uniform interpretations. However, in mass society, people come from varied cultural backgrounds, leading to higher chances of aberrant decoding. The rise of digital media and global communication has further increased misinterpretations, as messages travel across different cultures and contexts. In conclusion, aberrant decoding highlights the complexity of communication in mass society. Media producers must consider diverse audiences and how their messages might be interpreted differently. Understanding this concept is crucial for effective media strategies in today's interconnected world.