 Given that the Effects model and the
Uses and Gratifications have their
problems and limitations a different
approach to...
 When a producer constructs a text it is
encoded with a meaning or message that
the producer wishes to convey to the
audi...
 Stuart Hall identified three types of
audience readings (or decoding) of the
text;
 1) Dominant or Preferred
 2) Negot...
 Where the audience decodes the
message as the producer wants them to
do and broadly agrees with it.
 E.g: Watching a po...
 Where the audience accepts, rejects or
refines elements of the text in light of
previously held news.
 E.g; Neither agr...
 Where the dominant meaning is
recognised but rejected for cultural,
political and ideological reasons.
 E.g: Total reje...
Dominant or
Preferred
Negotiated
Oppositional
Producer
Encodes
Meaning
The reception theory
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The reception theory

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Transcript of "The reception theory"

  1. 1.  Given that the Effects model and the Uses and Gratifications have their problems and limitations a different approach to audiences was developed by the academic Stuart Hall at Birmingham University in the 1970’s  This considered how texts were encoded with meaning by producers and then decoded (understood) by audiences.
  2. 2.  When a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience.  In some instances audiences 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.
  3. 3.  Stuart Hall identified three types of audience readings (or decoding) of the text;  1) Dominant or Preferred  2) Negotiated  3) Oppositional
  4. 4.  Where the audience decodes the message as the producer wants them to do and broadly agrees with it.  E.g: Watching a political speech and agreeing with it.
  5. 5.  Where the audience accepts, rejects or refines elements of the text in light of previously held news.  E.g; Neither agreeing or disagreeing with the political speech or being disinterested.
  6. 6.  Where the dominant meaning is recognised but rejected for cultural, political and ideological reasons.  E.g: Total rejection of the political speech and active opposition.
  7. 7. Dominant or Preferred Negotiated Oppositional Producer Encodes Meaning
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