The reception theory

6,209 views

Published on

Published in: Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
6,209
On SlideShare
0
From Embeds
0
Number of Embeds
1,102
Actions
Shares
0
Downloads
88
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

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

×