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Stuart hall

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stuart hall and his reception theory with applied analysis

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Stuart hall

  1. 1. Stuart Hall Priyanka Chawla
  2. 2. The basics  Stuart Halls main idea was that media texts are interpreted in various ways depending on the audience.  He split the consumers of media texts into three types:  Dominant- accepts and shares codes  Negotiated- accepts the text  Oppositional- understands the text but doesn’t accept the codes that are presented  He also believed that culture had an impact on how one interpreted a certain media text
  3. 3. Uses and gratifications  This theory contradicts the hypodermic model, in the sense that it believes that consumers are active.  We don’t just consume a piece of media we do something with it- be it accept it, or produce an opposing opinion regarding it… either way you have automatically become an active consumer of that specific media text. A relatable example of this is when you choose the type of music you would like to listen to. A consumer actively chooses it based on their mood and their personal preference.
  4. 4. How these theories apply…  https://www.youtube.com/watch?v=14ziT5i-g08  Interpretations based on culture: The music artist Bob Marley- based a lot of his music on black history, how the majority of the suffered and fought for their survival. This media type can be consumed in many different ways. In terms of culture, a white person may not completely understand the struggles bob Marley was talking about, because they have no experience of this treatment. Therefore most non black consumers would be negotiated
  5. 5. Age  The age has a huge impact in understanding. A younger reader may not understand what the lyrics are about, as they are unaware of the history on slavery… therefore they most likely are passive audiences and don’t really think about the codes and messages that are being presented.  However someone who is of a slightly more mature age will be a negotiated reader in the sense that they understand what the message is and what codes are being presented.
  6. 6. Age  The age has a huge impact in understanding. A younger reader may not understand what the lyrics are about, as they are unaware of the history on slavery… therefore they most likely are passive audiences and don’t really think about the codes and messages that are being presented.  However someone who is of a slightly more mature age will be a negotiated reader in the sense that they understand what the message is and what codes are being presented.

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