Jessica Drew A2 Media
Candidate Number: 5075 Centre Number: 22357
Reception Theory
The reception theory was developed by Stuart Hall, he believes that media is encoded and then decoded. The media is encoded by the creators and then decoded by the audience.
The audeince decode the message in 1 of 3 ways:
- Dominant
- Negotiated
- Opposition
The Example: Oranges are great
In this example, the intended message is that oranges are great.
The dominant reading is the intended reading by media creators, the dominant reading of this message is: I really like oranges.
The negotiated reading of this message is, oranges are ok, i like apples too.
The oppositional reading of this message is stop going on about oranges.
The way the audience reacts is dependent on their cultural background, the audience will react differently depending on how they have been brought up.
For this example, the way the audience reacts for each reading is:
DOMINANT: Oranges sound amazing where can i get them from.
NEGOTIATED: Where I live, we are always accepting of new ideas.
OPPOSITIONAL: My mum told me never to trust brightly coloured fruit.