Reception theory proposes that media texts are encoded with meanings by their producers but are decoded by audiences in potentially different ways. Audiences may decode meanings in the dominant way intended by producers. However, audiences may also negotiate meanings that only partially align with producers or take oppositional positions that reject producers' meanings. Factors like life experiences, beliefs, age, culture, gender affect how audiences decode meanings.

1. Reception theory (Stuart Hall,
1980)
Audience response

2. Reception theory (Stuart Hall, 1980)
• Reception theory states that media texts are
encoded by the producer- they are loaded
with values and messages.
• However, the text is then decoded by
spectators. However, different spectators will
decode the text in different ways, perhaps not
in the way the producer intended.

3. Reception Theory
Audience Decodes Meaning/Message
Dominant or preferred
Producer
Encodes Negotiated
Meaning
Oppositional

4. Reception Theory
• The theory suggests that:
• 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

5. Reception Theory
• Stuart Hall identified three types of audience
readings (or decoding) of the text:
1. Dominant or preferred
2. Negotiated
3. Oppositional

6. Reception Theory
1.Dominant
• how the producer wants the audience
to view the media text;
• E.g. Watching a political speech and
agreeing with it

7. Reception Theory
2. Negotiated
• a compromise between the dominant and
oppositional readings, where the audience
accepts parts of the producer's views, but
has their own views on parts as well.
• E.g. Neither agreeing or disagreeing with
the political speech or being disinterested

8. Reception Theory
3. Oppositional
• when the audience rejects the preferred
reading, and creates their own meaning
for the text;
• E.g. Total rejection of the political
speech and active opposition

9. Reception Theory
Lots of factors could affect whether we take the
dominant, oppositional or negotiated reading.
• Life experience
• Mood at the time of viewing
• Age
• Culture
• Beliefs
• Gender

10. Why might an audience member…
… take the dominant position:
clear messages in your video; audience
member is same age/ culture; your video is
relevant to modern society; your video has an
easy to follow narrative; your video deals with
themes that are relevant to your audience;
audience member likes the chosen genre.

11. Why might an audience member…
… take an oppositional position:
your video has difficult or controversial themes;
audience member disagrees with the messages in
your video; audience member dislikes the chosen
genre; your video has a complex narrative
structure; your video does not deal with themes
in modern society; your video references a
previous era; audience member has different
beliefs; audience member is of a different age/
from a different culture.

12. Why might an audience member…
… take a negotiated position:
a combination of some of the above e.g.
audience member likes the chosen genre, is of
the same age as you and understands some of
the messages, but the narrative is complex
and this inhibits full understanding

13. Homework- blog
• Write up the 3 responses audiences can have
to a text and explain the reasons why they
may hold these views.