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Hall’s Reception Theory
What is reception theory?It is:• a theory on reader responses to a media text.• based on the encoding and decoding model.• a way of explaining audience positioning.
Encoding• Encoding is the process of building signs and signals into a
media text that build a message/meaning. • These messages are ‘encoded’ by the producers of a text
and are said to be based on their own social and cultural background. • However, the producers are able to convey in this way any
meaning they wish.
Decoding• Decoding is done by the audience upon reading a
text. • They ‘decode’ the messages built by the producers in
order to interpret their own meanings. • This interpretation leads the text being read in one of
3 ways:1. Preferred2. Negotiated3. Oppositional
The 3 readingsNegotiated
• Due to previous (often conflicting) knowledge, readers partially agree/disagree with or question the text.
Oppositional• These readers will
register the preferred reading, however will reject it.
• These people have already made up their minds.
Preferred• The audience
reads the messages as the producer desires.
• This suggests the reader and producer have similar experiences.
Determining the reading of individualsWhether someone has a preferred, negotiated or oppositional reading of a text is dependent on their demographics. In essence their:• Age,• Gender,• Beliefs• Culture,• Mood,• and Experiences.