Stuart Hall's reception theory Flashcards
1
Q
What does he believe?
A
Media products are encoded with ideas by the producers
2
Q
How do the producer encoded their ideas
A
eg creating particular story or a character with hopes that the audience decodes it and take away the intended message
3
Q
What are the two readings ?
A
-preferred reading
-oppositional reading
-negotiation reading
4
Q
What is preferred reading
A
When the audience receives the intended message encoded by the producers
5
Q
What is oppositional reading
A
When the audience receives the message but do not agree with the message intended by the producers
6
Q
What is negotiation reading
A
Understand the message but reject the meaning.
7
Q
What’s the reasoning for these different readings
A
different background/ethnicities/gender/sexuality etc
