Reception Theory

• Given that the Effects model and the Uses and Gratifications model have their problems and limitations a different approach to audiences was developed by the academic Stuart Hall at Birmingham University in the 1970's.



• This considered how texts were encoded with meaning by producers and then decoded (understood) by audiences.

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 and understand what the producer was trying to say.



• In some instances audiences will either reject of fail to correctly understand the message.



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

1. DOMINANT

2.NEGOTIATED

3.OPPOSITIONAL

Dominant

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

eg. Watching a political speech and agreeing with it.

Negotiated

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

eg. Niether agreeing of disagreeing with the political speech or being disinterested.

Oppositional

Where the dominant meaning is recognised but rejects for cultural, politcal or ideological reasons.

eg. Total rejection of the political speech and active opposition.