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Reception Theory
Priyanka Raja
What Is Reception Theory?
• Reception theory is based on the idea that no
text has one single meaning rather the
meaning is produced as a result of interaction
between the audience and the text.
• Interpreting texts depends on factors such as
upbringing, age, frame of reference, location,
company, the mood we are in etc or a
combination of these and other factors.
Three Main Types Of Meaning
• Dominant (hegemonic) reading; the reader shares
the programme’s code and accepts the preferred
reading.
• Negotiated reading; the reader partly shares the
programme’s code but modifies it in a way which
reflects their position and interests.
• Oppositional (counter-hegemonic) reading; the
reader does not share the programme’s code and
rejects the preferred reading, bringing to bear an
alternative frame of interpretation.
Who Was The Theorist?
• David Morley was the theorist for the
reception theory.
• In 1980 David Morley undertook a study
based on different peoples reception of the
television programme Nationwide. From this
study Morley came up with the three main
types of reading and generalised this.
How We Will Use The Theory In Our
Main Task
• We will use this theory in both our main task
and ancillary task by wanting the target
audience to be the dominant type of reading.
• This means that because our main themes are
feminism, we will want the target audience to
perceive feminism and will accept the
preferred reading.

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Reception theory

  • 2. What Is Reception Theory? • Reception theory is based on the idea that no text has one single meaning rather the meaning is produced as a result of interaction between the audience and the text. • Interpreting texts depends on factors such as upbringing, age, frame of reference, location, company, the mood we are in etc or a combination of these and other factors.
  • 3. Three Main Types Of Meaning • Dominant (hegemonic) reading; the reader shares the programme’s code and accepts the preferred reading. • Negotiated reading; the reader partly shares the programme’s code but modifies it in a way which reflects their position and interests. • Oppositional (counter-hegemonic) reading; the reader does not share the programme’s code and rejects the preferred reading, bringing to bear an alternative frame of interpretation.
  • 4. Who Was The Theorist? • David Morley was the theorist for the reception theory. • In 1980 David Morley undertook a study based on different peoples reception of the television programme Nationwide. From this study Morley came up with the three main types of reading and generalised this.
  • 5. How We Will Use The Theory In Our Main Task • We will use this theory in both our main task and ancillary task by wanting the target audience to be the dominant type of reading. • This means that because our main themes are feminism, we will want the target audience to perceive feminism and will accept the preferred reading.