Reception Theory

Reception Theory by 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.

• The theory suggests that when a producer constructs a text it is encoded with a meaning or a 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

Dominant:

• How the producer wants the audience to view the media text; e.g Watching a political speech and agreeing with it. 

Negotiated 

• A compromise between the dominant and oppositional readings, where the audience accepts part of the producers views, but has their own views on parts aswell. E.g neither agreeing or disagreeing with the political speech or being disinterested.

Oppositional

• When the audience rejects the preferred reading and creates their own meaning for the text. Eg total rejection of the political speech and active opposition.

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 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 the 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 is a previous era
• Audience member has different beliefs
• Audience member is a different age/culture

Why might an audience member take the negotiated position?

A combination of the above:

• Audience member likes the chosen genre
• Is of the same age as you and understands some of the messages, but the narrative is complex