Reception Analysis

Question 1

Who’s is this theory?

Answer 1

Professor Stuart Hall in ‘The Television Discourse- Encoding/Decoding’ in 1974

Question 2

What is Reception analysis?

Answer 2

Is an active audience theory that looks at how audiences interact with a media text taking into account their ‘suited culture’- this is their daily life
The theory suggests that social and daily experiences can affect the way an audience reads a media text and reacts to it

Question 3

How the audience have a significant time in the process of reading a text, and this can be discussed in three ways-

Answer 3

The dominant or preferred reading
The negotiated reading
The oppositional reading

Question 4

The dominant or preferred reading?

Answer 4

The audiences shared the values and ideologies of the text and fully accepts its preferred meaning as intended by the producers

Question 5

The negotiated reading?

Answer 5

The audience partly shares the values and ideologies of the text and broadly accepts the preferential meaning but can change the meaning in some way according to their own experiences

Question 6

The oppositional reading?

Answer 6

The audience understands the preferred meaning but does not share the texts values and ideologies and therefore rejects this inteneded meaning