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Audience Theory 
Francesca Orton
Audience Theory 
Reception theory is a version of reader response literary 
theory that emphasizes the reader's reception ...
Audience Theory 
The audience is split into negotiation and opposition, they 
are not passive. 
This means that a text (a ...
Audience Theory 
Stuart Hall - the role of social positioning in the 
interpretation of mass media texts by different soci...
Audience Theory 
Dominant reading: the reader fully shares the text's 
code and accepts and reproduces the preferred readi...
Audience Theory 
Negotiated reading: the reader partly shares the text's 
message and broadly accepts the preferred readin...
Audience Theory 
Oppositional reading: the reader, whose social situation 
places them in a directly oppositional relation...
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Audience Theory A2 Media Studies

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Audience Theory - A2 Media Studies

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Audience Theory A2 Media Studies

  1. 1. Audience Theory Francesca Orton
  2. 2. Audience Theory Reception theory is a version of reader response literary theory that emphasizes the reader's reception of a literary text. It is more generally called audience reception in the analysis of communications models. In literary studies, reception theory originated from the work of Hans-Robert Jauss in the late 1960s.
  3. 3. Audience Theory The audience is split into negotiation and opposition, they are not passive. This means that a text (a book, a movie, a magazine, or newspaper) is not simply passively accepted by the audience, each individual interprets the meanings of the text based on their individual cultural background and life experiences. The meaning of a text is not within the text itself, but is created within the relationship between the text and the reader.
  4. 4. Audience Theory Stuart Hall - the role of social positioning in the interpretation of mass media texts by different social groups He suggested there are three hypothetical interpretative codes that audiences may have
  5. 5. Audience Theory Dominant reading: the reader fully shares the text's code and accepts and reproduces the preferred reading (a reading which may not have been the result of any conscious intention on the part of the author - in such a stance the code seems 'natural' and ‘transparent')
  6. 6. Audience Theory Negotiated reading: the reader partly shares the text's message and broadly accepts the preferred reading, but sometimes resists and modifies it in a way which reflects their own position, experiences and interests (local and personal conditions may be seen as exceptions to the general rule) - this position involves contradictions;
  7. 7. Audience Theory Oppositional reading: the reader, whose social situation places them in a directly oppositional relation to the dominant code, understands the preferred reading but does not share the text's code and rejects this reading, they create their own alternative interpretation (radical, feminist etc.) (e.g. when watching a television broadcast produced on behalf of a political party they normally vote against).

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