Representation/Reception theory - Stuart Hall
The study of representation looks at:
1. The group, place or issue on which a media text is focusing.
2. The technical devices the media text uses in order to present these groups or issues.
3. The message about the group or issue being created within the text.
4. The impact the message has on the audience.
Reception theory
Preferred reading - The 'right' reading of the text. what the producer wants. What you should think. However many producers often put multiple meanings into a text.
Hall categorised audience response into three different categories.
These can help us to understand if the audience sticked to the preferred reading or if they decide to make their own decision as to how to decode the text.
Dominant reading - The audience agrees with the dominant values in the text and agrees with the ideologies and values it shows.
Oppositional reading - The audience completely disagrees with what they see, and rejects the dominant reading.
Negotiated reading - The audience generally agrees with what they see, but they may disagree with certain aspects.
Audience negotiation
Representation - The ways in which a media product instructs the world and aspects in it including social groups, individuals, issues and events
The study of representation looks at:
1. The group, place or issue on which a media text is focusing.
2. The technical devices the media text uses in order to present these groups or issues.
3. The message about the group or issue being created within the text.
4. The impact the message has on the audience.
Reception theory
Preferred reading - The 'right' reading of the text. what the producer wants. What you should think. However many producers often put multiple meanings into a text.
Hall categorised audience response into three different categories.
These can help us to understand if the audience sticked to the preferred reading or if they decide to make their own decision as to how to decode the text.
Dominant reading - The audience agrees with the dominant values in the text and agrees with the ideologies and values it shows.
Oppositional reading - The audience completely disagrees with what they see, and rejects the dominant reading.
Negotiated reading - The audience generally agrees with what they see, but they may disagree with certain aspects.
Audience negotiation
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