Reception Theory
Reception Theory (Stuart Hall 1990) -Audience Repsonse
Reception thoery states that the media is
encoded by the producer- filled with values and messages However, this is
then decoded by the spectators and often in different ways from the way
the producer intended them too. Stuart Hall identified 3 types of audience
decoding:
Dominant or Preferred:
Dominant or Preferred:
How the producer
wants the audience to view the media e.g watching a political speech and
agreeing with it.
Oppositional:
When the audience
rejects the preferred reading and creates their own meaning for the text e.g
total rejection of a political speech.
Negotiated:
Negotiated:
A
compromise between the oppostional and dominant readings, where the audience
accepts parts of the proucer's views but keeps a few of their own views too e.g
neither disagreeing or agreeing on a debate or being
disinterested.
Lots of factors could influence what reading we
take:
- Life experience
- Mood at the time of viewing
- Age
- Culture
- Beliefs
- Gender
Reception Theory:
ReplyDeleteWWW: You have clearly explained the different readings a member of the audience can have when watching a text.
EBI: You had explained how the different factors influence a reading/decoding. Maybe use an example of you and someone else who took different readings of a film and investigate what factors could have attributed to it (i.e. you and a parent/grandparent).
SBT