Audiences - Reception Theory
This is a way in which we react to different types of media texts. This is a theory which was suggested by Stuart Hall in 1973. Stuart Hall Suggested that a audience receives to an text and then responds to a text differently. The different effects which are generated are varied responses. It is a way to be able to characterise and be able to group together different audience interpretations.
Encoding/decoding theory
Stuart Hall suggested that a media text produced encode. A meaning in a text, which then the audience decode. This is the meaning if the text which might be decoded though things like the body, or a certain expression which may of been used in that media text. Some audiences may accept or reject the producers meaning of the media text. There three types of ways the a audience may decode a media text.
1. Preferred reading - audiences agree and accept what the producers are encoding
2. Negotiated reading - audiences partially agree with the encoded messages
3. Oppositional reading - audiences reject/disagree or decode the text differently
Example
Stuart Hall suggested that a media text produced encode. A meaning in a text, which then the audience decode. This is the meaning if the text which might be decoded though things like the body, or a certain expression which may of been used in that media text. Some audiences may accept or reject the producers meaning of the media text. There three types of ways the a audience may decode a media text.
1. Preferred reading - audiences agree and accept what the producers are encoding
2. Negotiated reading - audiences partially agree with the encoded messages
3. Oppositional reading - audiences reject/disagree or decode the text differently
Example
The preferred reading of this text would be that the audience like both the watch and the actor. The negotiated reading may be that the audience like the actor but don't care for the watch. The oppositional reading may be that the audience have a dislike for both the watch and the actor, which means they dislike the whole advert.
(Worked with Ross)
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