2. RECEPTION THEORY…
• The reception theory is when the director/producer constructs a text in which there is a meaning or message
encoded. The meaning of the text lies with the audience. If accomplished correctly the audience can pick up
the message/meaning quickly. It allows the audience to come up with their own thoughts and feelings on
how they want to accept the text, although meaning needs to be displayed throughout, through dialogue
from characters or actions.
• It considered how texts were encoded with the intentions and meanings or the directors/producers then how
it was decoded/ understood by the audience.
• It suggests that the intentions when a text are constructed with a meaning or message they are wished to
convey to the audience. However some audiences will correctly decode this and understand the original
intentions or reject/ misunderstand the original message.
• Stuart hall argues that all media appears to reflect reality when in fact it actually constructs it. Theoretically
he addresses issues within how people perceive media texts. Where a dominant ideology is mostly adopted
by audiences.
• Stuart Hall identified three types of audiences reading messages-
• 1) Dominant/ preferred reading
• 2) Negotiated reading
• 3) Oppositional reading
3. DOMINANT/PREFERRED READING…
• This is when the reader accepts the text, agreeing with what is being displayed/said. It is
what the audience wants to hear and they agree. It often refers to everyday life, not
always being intentional but seeming correct and natural to the audience.
• The audience decode the message as originally intended by the producer/director,
agreeing with it.
• For example agreeing with a political speech or opinion.
4. NEGOTIATED READING…
• Negotiated reading is when the audience accepts the text but does not always completely
agree with it. Therefore sometimes modifying it or resisting the meaning form their own
personal thoughts, experiences and interests. The view very often comes with many
contradictions.
• For example the neither agreeing or disagreeing with a political speech or opinion or
otherwise being disinterested.
5. OPPOSITIONAL READING…
• Oppositional is when the audience regognises the dominant message however completely
rejects it usually due to culture political or ideological reasons. They would have a
complete opposite view to what is being represented and therefore disagreeing with the
text and rejecting it.
• The dominant meaning is recognized but rejected.
• For example totally disagreeing with a political speech or opinion favoring the complete
opposite.
6. THE MODEL…
• Producer >> Dominant or preferred
• Encodes>> Negotiated
• Meaning>> Oppositional
