Stuart Hall's Reception Theory states in its simplest form that: NO MEDIA TEXT HAS ONE SIMPLE MEANING
The audience themselves help to create the meaning of the text. We all decode the texts that we encounter in different ways as result of our life experiences. Reception analysts have found that factors, such as gender, our place in society, and the context of the time we are living in can impact massively on our meaning of media text. Even though the makers of the media text encode it with their own life experiences, audiences may decode it in a different way.
Hall identified three types of audiences reading messages:
1) Dominant -How the producer wants the audience to view the media text
2) Negotiated - Accepts parts of the producer's view and their own
3) Oppositional - Rejects the preferred reading and creates their own meaning of the media text
The audience themselves help to create the meaning of the text. We all decode the texts that we encounter in different ways as result of our life experiences. Reception analysts have found that factors, such as gender, our place in society, and the context of the time we are living in can impact massively on our meaning of media text. Even though the makers of the media text encode it with their own life experiences, audiences may decode it in a different way.
Hall identified three types of audiences reading messages:
1) Dominant -How the producer wants the audience to view the media text
2) Negotiated - Accepts parts of the producer's view and their own
3) Oppositional - Rejects the preferred reading and creates their own meaning of the media text
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