Reception theory
Part 1) Applying Reception theory to adverts
Look back at the adverts you have been analysing in last week's lessons on Reading an Image and media codes (RBK 50 Cent and one of your choice).
1) What are the readings for the RBK 50 Cent advert?
Preferred - The preferred reading is that Reebok is a brand that accepts people for who they are and don't want them to conform to societal norms just to fit in. This portrays them as an accepting and progressive brand that promotes individuality.
Negotiated - Some of the audience might assume that this is an ad for 50 cent and not for Reebok as in the advert there isn't any obvious products that Reebok may have been promoting which makes their only link to this advert their logo at the bottom right which may be missed by someone quickly scanning over the ad before moving on.
Oppositional - Other people may believe that Reebok is promoting a criminal lifestyle as the fingerprints on the right side have connotations of police and investigating crimes. Furthermore people may assume that by partnering with 50 cent they want to promote a "gangster lifestyle" due to 50 cent's past. Additionally they may assume that they are also promoting gun violence as the filled in o's and 0 as they could represent how 50 cent was shot at in the past, this would make them believe that the brand wants people to get shot at.
Preferred - The preferred reading is that humans are harming the environment by dumping thousands of tons of plastic in to the ocean every year and that this isn't only harming the wildlife but also affecting humans as the plastic is eaten by the animals which are then eaten by humans which means that some of the plastics ingested by the fish are then eaten by the humans.
Negotiated - Some people might see this ad as saying that humans should stop dumping plastics in the ocean as it negatively affects humans and that's the only reason to stop polluting the oceans with plastic.
Oppositional - Other people might think that they should just stop eating seafood as they don't care about harming nature and only care about humanity.
Part 2) Reception theory fact sheet #218
Use our extremely useful A Level Media Fact sheet archive to find Fact sheet #218 Spotlight on Stuart Hall: Encoding, Decoding and Reception Theory. Read the fact sheet and complete the following tasks
and questions:
Sender - Metro trains Melbourne
Message - A 3 minute long animated music video singing about dangerous things that could end a life in order to spread awareness
Channel - The dumb ways to die YouTube channel and the internet as it could be found re-posted on to other platforms.
Receiver - The viewer
2) What are the definitions of 'encoding' and 'decoding'?
Encoding - Constructing a message using a shared code or language.
Decoding - Someone else who shares the same cultural understanding is then able to interpret the intended meaning.
3) Why did Stuart Hall criticise the sender-message-channel-receiver model?
4) What was Hall's circuit of communication model?
Production - Could include the technical skills and production methods, market research surrounding the intended audience, assumptions about who will be consuming the text.
3) Why did Stuart Hall criticise the sender-message-channel-receiver model?
- He believed that the 'message' was polysemic even if the producer didn't intend for it to be
- He believed that the meaning was being produced in a dynamic way that varied depending on who received the message
- He thought there was more nuance to their relationship with
- the text as a cultural product and its producers.
4) What was Hall's circuit of communication model?
Production - Could include the technical skills and production methods, market research surrounding the intended audience, assumptions about who will be consuming the text.
Circulation - The way audiences encounter texts and perceive them, including media technologies, services and the ways producers reach audiences. A text that reaches its intended audience has been circulated successfully.
Distribution/Consumption - The point at which the audience ‘receive’ the text and interpret it, perhaps in varied ways, and ‘use’ the ideas they come across. Crucially, the makers of the text must construct its discourse in a way that makes sense to the audience based on previous experience, such as narrative and genre codes or reference to real world events – but what the audience do with these cannot be reliably predicted.
Distribution/Consumption - The point at which the audience ‘receive’ the text and interpret it, perhaps in varied ways, and ‘use’ the ideas they come across. Crucially, the makers of the text must construct its discourse in a way that makes sense to the audience based on previous experience, such as narrative and genre codes or reference to real world events – but what the audience do with these cannot be reliably predicted.
Reproduction - The way ideologies perpetuated through the audience’s acceptance of or engagement with them; the way the media and culture might shape their communication of ideas
5) What does the fact sheet say about Hall's Reception theory?
Encoding and decoding are integral parts of reception theory and emphasises the idea that the interpretations of the audience can vastly differ from person to person meaning that all pieces of media are polysemic as each person has differing wold views which are influenced by their lives.
6) Look at the final page. How does it suggest Reception theory could be criticised?
5) What does the fact sheet say about Hall's Reception theory?
Encoding and decoding are integral parts of reception theory and emphasises the idea that the interpretations of the audience can vastly differ from person to person meaning that all pieces of media are polysemic as each person has differing wold views which are influenced by their lives.
6) Look at the final page. How does it suggest Reception theory could be criticised?
Some people may not be able to identify the dominant or hegemonic reading.
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