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