Audiences - Reception Theory
Audience reception is the way in which we react to different media texts. The audience reception theory is a theory suggested by Stuart Hall in 1973. Stuart Hall suggested that audience receive and respond to texts very differently. The different effects generate varied responses. it is a way to characterise and group together different audience (consumer) interpretations.
Encoding/decoding theory
Stuart hall suggested that the produce encode a meaning in a text, and the audience decode the meaning Text might be decoded through things like body language, a certain actor used etc, However some audience may accept or reject the producers meaning. there are 3 types of ways in which the audience may react to the producers meaning;
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 the produce encode a meaning in a text, and the audience decode the meaning Text might be decoded through things like body language, a certain actor used etc, However some audience may accept or reject the producers meaning. there are 3 types of ways in which the audience may react to the producers meaning;
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 dont 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.
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