Reception Theory

 Part 1) Applying Reception theory to adverts

1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?
Preferred-That buying these shoes allow a person to get fame, wealth and recognition comparable to 50 cent.
Negotiated-That getting these shoes will give you a certain elevated sense of style and possible recognition from your peers.
Oppositional-That the endorsement of a criminal could lead young and impressionable audiences to mimic or admire his criminal history.

2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?
Preferred-That these shower products work immaculately.
Negotiated-That the anchorage text is humorous and draws in audience attention.
Oppositional-That the joke is distasteful and the ad doesn't properly advertise the product at all.

Part 2) Reception theory fact-sheet #218

1) Complete Activity 1 on page 2 of the fact-sheet. Choose a media text you have enjoyed and apply the sender-message-channel-receiver model to the text. 

• The SENDER are the podcast-makers, Sam Jones and Alexander. J . Newall.
• The MESSAGE is the 200 episode audible podcast and transcript itself, which follows an archivist recovering and recounting many harrowing tales of interactions with the supernatural.
• The CHANNEL is Spotify, apple podcasts, google podcasts, youtube and many other podcast sites that are available to the internet.
• The RECEIVER is the person who listens to the podcast.

2) What are the definitions of 'encoding' and 'decoding'?
Encoding-Constructing a message using a shared language or code.
Decoding-Requires understanding of cultural codes and is able to simplify it.

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?
The model is quite linear and focuses on stages but doesn't highlight the messages complexities and audience interpretation, it overall simplifies the impact external factors have of the construction and interpretation of media texts.

4) What was Hall's circuit of communication model?
He proposed a non-linear model that consisted of moments in the process that "feeds" back into each other, each moment works independently in the construction of the meaning and highlights the audiences reaction. The stages are production(creation of the media text and research on audience), circulation(how well the audience perceives the text and if it reaches target audience), distribution/consumption(the unpredictable ways the audience reacts to genre and narrative codes) and reproduction(ideologies in the text the audience accepts or engages with and how it shapes culture or communication of said ideas).

5) What does the fact-sheet say about Hall's Reception theory?
Reception Theory challenged the idea that audiences all understood media texts in a broadly similar way. it’s a way of exploring connections and relationships in the decoding process, the ‘non-linear’ processes between the construction of representations and audience interpretations of them.

6) Look at the final page. How does it suggest Reception theory could be criticised?
Despite it's value, Hall’s model assumes that everyone is able to recognise the dominant, negotiated or oppositional
reading. 

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