Reception theory (Stuart Hall, 1980)

Audience response

Reception theory (Stuart Hall, 1980)

• Reception theory states that media texts are encoded by the producer- they are loaded with values and messages.

• However, the text is then decoded by spectators. However, different spectators will decode the text in different ways, perhaps not in the way the producer intended.

Reception Theory

Audience Decodes Meaning/Message

Dominant or preferred

Producer

Encodes NegotiatedMeaning

Oppositional

Reception Theory

• The theory suggests that:• When a producer constructs a text it is encoded

with a meaning or message that the producer wishes to convey to the audience

• In some instances audiences will correctly decode the message or meaning and understand what the producer was trying to say

• In some instances the audience will either reject or fail to correctly understand the message

Reception Theory

• Stuart Hall identified three types of audience readings (or decoding) of the text:

1. Dominant or preferred2. Negotiated 3. Oppositional

Reception Theory

1.Dominant• how the producer wants the audience

to view the media text;

• E.g. Watching a political speech and agreeing with it

Reception Theory

2. Negotiated• a compromise between the dominant and

oppositional readings, where the audience accepts parts of the producer's views, but has their own views on parts as well.

• E.g. Neither agreeing or disagreeing with the political speech or being disinterested

Reception Theory

3. Oppositional• when the audience rejects the preferred

reading, and creates their own meaning for the text;

• E.g. Total rejection of the political speech and active opposition

Reception Theory

Lots of factors could affect whether we take the dominant, oppositional or negotiated reading.

• Life experience• Mood at the time of viewing• Age• Culture• Beliefs• Gender

Why might an audience member…

… take the dominant position: clear messages in your video; audience

member is same age/ culture; your video is relevant to modern society; your video has an easy to follow narrative; your video deals with themes that are relevant to your audience; audience member likes the chosen genre.

Why might an audience member…

… take an oppositional position: your video has difficult or controversial themes;

audience member disagrees with the messages in your video; audience member dislikes the chosen genre; your video has a complex narrative structure; your video does not deal with themes in modern society; your video references a previous era; audience member has different beliefs; audience member is of a different age/ from a different culture.

Why might an audience member…

… take a negotiated position: a combination of some of the above e.g.

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 full understanding

Homework- blog

• Write up the 3 responses audiences can have to a text and explain the reasons why they may hold these views.