The Reception Theory

- Given that the Effects Model and the Uses and Graification have their problems and limitations a defferent approach to audience was developed by the audience was developed by the academic Stuart Hall at Birmingham University in the 1970's.

- This considered ho texts were encoded with meaning by producers ad then decoded (understand) by audience.

- The theory suggests that:

- When a producer contructs a text it is encoded ith a meaning or message that the producer wishesto convey t the audience.

- In some instances audience ill correctly decode the message or meaning and understand what the producers was trying to say.

- In som instances the audience will either reject or fail to correctly understand the message.

- Stuart Hall identify three types of audiences reading (or decoding) of the text:

1. Dominant
2. Ngotiated
3. Opposite

Dominant

- Where the audience descodes the message as the producer wants them to do and broadly agrees with it.

e.g. Watching political speech and agreeing with it.

Negotiated

- Where the audience accepts, rejects or refines elements of the text in light previously help views.

e.g. Niether agreeing or desagreeing with politicl speech or being disinterested.

Oppostional

- Where the dominant meanings is recognised but rejected for cultural, political or ideological reasons.

e.g. Total rejection of the political speech and active the opposition.


Producers Encodes Meanings-------Negotiated--------Dominant----------Oppositional

e.g. Born in the USA