Reception theory Stuart Hall 1980

Audience response

The theory states that media texts are encoded with values and messages by the producer. However the text is then decoded by spectators, but they will interpret the values and messages differently, and perhaps not in the way the producer intended.

There are 3 different encode meanings

1.       Dominate

·         How the producer wants the audience to view the media text. For example watching a speech and agreeing with it.

·         An audience member might take this reading because, they have clear messaging, the audience member is the same age/ culture, relevant to modern society, easy to follow narrative, deals with relevant themes or they like the chosen genre.

2.       Negotiated

·         This is a compromise between the dominate and oppositional readings, where the audience accepts parts of the producer’s view, but has their own opinion as well. For example no agreeing or disagreeing with a speech.

·         An audience member might take this reading because, the 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 a full understanding

3.       Oppositional

·         When the audience rejects the preferred reading, and creates their own meaning of the text. For example they do not agree with a speech at all.

·         An audience member might take this reading because, the video has difficult themes, may disagree with the message, dislike the chosen genre, it has a complex narrative, doesn't deal with modern day themes, audience member may have different beliefs, or a different age group.

The factors that could affect the dominate, oppositional or negotiated reading

·         Life experience

·         Mood at the time

·         Age

·         Culture

·         Beliefs

·         Gender

·         Many more.