Reception Theory (Stuart Hall 1980)

Reception theory states that media texts are encoded by the producer- they are loaded with values and messages.
The text is then decoded by spectaors. However a different spectator will decoded the text in different ways to others. This could mean not the correct way the producer intended.

The theory suggests that;

• When a producer constructs a text it is encoded with a meaning or a message that the producer wishes to convey the audience.
• In some instances the audience will correctly decode the message or meaning and understand what the producer was trying to say.
• In some instances the audience will either reject or fail to correctly understand the message.

There are 3 types of audience readings (or decoding) of the text that Stuart Hall identified

1. Dominant or preferred - How the producer wants the audience to view the media texts.

                                               - For example, watching a political speech and agreeing with it.


    2.   Negotiated - A compromise between the dominant and oppositional readings, where the audience accepts parts of the producers view's. But has their own views on parts as well.
                           - For example, neither agreeing or disagreeing with the political speech or being disinterested.



   3.   Oppositional - When the audience rejects the preferred reading and creates their own meaning for the text.
                               -  For example, total rejection of the political speech and active opposition.




There are lots of factors that could affect whether we take the dominant, oppositional or negotiated reading.

• Life experience
• Mood at the time of the viewing
• Age
• Culture
• Beliefs
• Gender

Homework

Why might the audience member...

Take the dominant position;

The audience may take the dominant side becauase the message in the video is clear to the reader. This would mean that they would enjoy the text more because they are more interested in it. This also means that they can relate to it more because they may be going through the same problems and they are the same age. They also may like the genre of the video, which makes them want to watch the video.

Take the oppositional position;

The audience may take the oppositional side because the audience may disagree with the messages that are presented in the video. Another reason may be because the audience didnt like the genre of the video. Another reason could be because they are not the same age as the characters so they cannot relate to the activities that happen in the video.

Take the negotiated position;

The audience may take the negotiated position because they may like the genre be the same age. However the messages in the video are to complex for them to understand so they cannot follow the video.