reception theory

Audience response Reception theory states that media texts are encoded by the producer; they are loaded with values and messages that the producer wishes to convey to the audience. furthermore, the text is then decoded by spectators. although, different spectators will decode the text in different ways that may not be similar in how the producer intended. There are 3 different encode meanings Dominate · How the producer wants the audience to view the media text. For example watching a speech and agreeing with it. · An audience member might take this reading because, they have clear messaging, the audience member is the same age/ culture, relevant to modern society, easy to follow narrative, deals with relevant themes or they like the chosen genre. Negotiated · This is a compromise between the dominate and oppositional readings, where the audience accepts parts of the producer’s view, but has their own opinion as well. For example no agreeing or disagreeing with a speech. · An audience member might take this reading because, the audience member likes the chosen genre, is of the same age as you and understands some of the messages, but the narrative is complex and this inhibits a full understanding. Oppositional · When the audience rejects the preferred reading, and creates their own meaning of the text. For example they do not agree with a speech at all. · An audience member might take this reading because, the video has difficult themes, may disagree with the message, dislike the chosen genre, it has a complex narrative, doesn't deal with modern day themes, audience member may have different beliefs, or a different age group. The factors that could affect the dominate, oppositional or negotiated reading: · Life experience · Mood at the time · Age · Culture · Beliefs · Gender

Criticism of Mulvey and Gaze theory

Some women enjoy being 'looked' at i.e 'Beauty Pageants and Modeling' The gaze can also be directed towards member of the same gender for several reasons, not all of which are sexual, such as in comparison of body image or in clothing. Categorising facial expressions: Women: •Chocolate Box •Invitational •Super-smiler •Romantic or sexual Marjorie Ferguson (1980) Men: •Carefree •Practical •Seductive •Comic •Catalogue Trevor Millum (1975) Key Theorists Beliefs Jonathan Schroeder (1998) 'to gaze implies more than to look at - it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze.

The Male Gaze

KEY THEORISTS BELIEFS Jonathan Schroeder (1998) "to gaze implies more than to look at - it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze." - this is why feminists disagree with the theory as woman are being seen as objects and men with higher authority over them. Feature of the Male Gaze The camera lingers on the curves of the female body, and then the events following are largely influenced by a man's reaction to these events. Woman are shown as objects. Also some people have noticed the sexualisation of woman when it isn't even necessary for the product/situation being presented. Criticisms of the theory The male gaze could be applied to a situation of the same sex admiring the look/body image/clothing of the other in jealous, not in a sexual outlook that the theory states. Also some woman just liked to be looked at. When looking at a music video such as 'Shes so lovely- scouting for girls' simple questions such as the colouring of a t-shirt or what shoes were worn by one of the main people they cannot be answered by the viewer due to the 'Male Gaze' . this term was constructed by Laura Mulvey in 1975; she believes the audience have to view the characters form a heterosexual male's point of view - this would be to only focus on the woman being presenting and not noticing much else.