Stuart Hall developed reception theory to explain how audiences actively interpret media messages based on their own experiences and perspectives. He argued that producers encode meanings in media texts, while audiences decode them based on their social identities and views, which can result in preferred, negotiated, or oppositional readings. Hall also noted that media texts can have multiple meanings and be interpreted differently by various audiences.

1. Reception
TheorySTUART HALL

2.  Active audience theory
 Hall states that audiences actively look for meaning in a text.
 He states that meaning is ENCODED by the producer, and
DECODED by the audience.
 As audiences the way we DECODE these texts relies on our
own experiences and social demographic.
STUART HALL – ENCODING + DECODING

3.  Hall also states that all texts are polysemic (can have multiple
meanings)
 Texts can be “read” in different ways depending on the
audience’s identity, cultural knowledge and opinions
 He states that texts can be “read” in 3 different ways
 Preferred reading
 Negotiated reading
 Oppositional reading
STUART HALL – RECEPTION THEORY

4.  Preferred reading
 The audience responds to the product the way the media producers
expect them and want them to
 Negotiated reading
 The audience partly agrees with the message or product but may
disagree with other parts
 Oppositional reading
 The audience is in complete disagreement with the product or
message
http://padlet.com/wall/twd3qcpls2
STUART HALL – RECEPTION THEORY