Reception theory proposes that media texts are encoded by their creators but decoded by audiences in potentially different ways. Audiences can have dominant, negotiated, or oppositional readings of a text based on their agreement, partial agreement, or disagreement. The theory sees audiences as active interpreters based on their own cultural backgrounds rather than passive receivers of meaning. Critics argue it gives audiences too much credit and does not consider the intentional encoding of messages by media creators.

1. Theory: Reception theory
Stuart hall’ Reception theory
Reception theory is theory that the media text is encoded and decoded. This is means the media
texts are encoded by the creators and then decoded by the audience. This is different to
hypodermic needle because the hypodermic needle is passive and they just accept meaning from
media text. Reception theory suggest the audience decode the message in these 3 way
• Dominant
• Negotiated
• Opposition
For example, I will give an example of a mass media message: Star Wars is amazing!
The dominant reading is the reading where the audience agree and I accept that Star Wars is in fact
amazing.
The negotiated reading is the reading where the audience will think Star Wars is okay but then they
will suggest other ideas like ‘I do like Star trek also’
The oppositional reading is where the audience completely disagrees with the media text.
It’s also suggested that it’s up to audience’s cultural background that makes them think the way
they do. This is known as a passive audience. The audience get more credit and it is understood that
they will react in different ways.
Does this theory see the audience as active or passive? Why do you think this?
The audience is active as they get to decide what they are thinking about the media.
What are the criticisms of this theory?
This theory is criticised because people that produce the work put all these ideas and codes
in there on purpose and it relies a lot of the audience and their interpretation of things. It
also might give the audience more credit that they deserve in interpreting.
Apply the theory:
For example, there is an advertisement on TV saying, water melons are the best fruit in the
world.
Using this theory, the audience will use the three responses, dominant, negotiated and

2. opposition.
One consumer will be dominant and they will completely agree. Another consumer will
negotiate and say ‘water melons are okay, sometimes I like them if I am in the mood, I like
oranges though’ This leaves the opposition to say ‘ I hate water melons, they make me feel
sick, my mum said they are bad for you’ It can also depend on the background of that person
is well.