Reception Theory

Reception Theory - Stuart Hall 1980

- The reception theory states that media texts are encoded by the producer - they are loaded with value and messages.
- The text is then decoded by spectators. Different spectators will decode the texts in their own unique way. This may not be in the way that the producer intended for it to be decoded.

The theory suggests that:
- When a producer makes a text it is encoded with a meaning behind it or a message that the producer wishes to show to the audience.
- In some cases the audience will decode the texts theirselves
- In some instances the audience will fail to understand the message or they will reject it.

Stuart Hall found 3 different types of audience readings to the text:
- Dominant: how the producer wants the audience to see the text. For example watching a political speech and agreeing with it.
- Negotiated: A compromise between the dominant and oppositional readings, where the audience accepts parts of the producers views but also takes their own views on it as well. For example neither aggreeing or disagreeing with the political speech or being disinterested.
- Oppositional: When the audience rejects the preffered reading, they will then create their own meaning for the text. For example total disagreement and rejection

What could affect us taking the: Dominant, Negotiated, Oppositional readings.
- Life experience
- Mood at the time of viewing
- Age
- Culture
- Beliefs
- Gender
Homework

The audience may chose to take a dominant view to a text, the reason for this is that the message has not been conveyed to them properly. This means they will enjoy the text more because they are able to understand what his happening and keep up with the film. Another reason may be because the video may relate to the ages of the audience. This means they can relate to what his happening more because they be going or are going through what is happening. Another reason may also be because the audience like the particular genre of the film or video.

The audience may take a oppositional view because the themes of the film this may be because the audience disagree with the messages in the video. Another reason may be because the audience do not like the genre of the video. Also the audience may be a different age to the characters in the video therefore cannot connect with the video and enjoy it as much.

The audience may take a negotiated view because they may like the genre, be the same age of the characters, however the story and messages of the video are to complex for them to understand and follow, which will lead to the audience having this view.