9
You are messing two techniques together.
DataContractSerializer, DataContractJsonSerializer, XmlSerializer)TextMessageEncoder - for SOAP messages transferred as text - also supports MTOM and POX (Plain old XML) if message version is set to NoneBinaryMessageEncoder - for XML/SOAP messages transferred as binary dataWebMessageEncoder - for XML and JSON messages in REST servicesThese features are used by standard bindings. WCF support as many serializations and encoding as you want => you can build your own.