Reception theory

 Part 1) Applying Reception theory to adverts


Look back at the adverts you have been analysing in last week's lessons on Reading an Image and media codes (RBK 50 Cent and one of your choice). 

1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?

Preferred: They are inclusive to everyone, no matter your history
Negotiated: It's strange that they emphasise criminal history.
Oppositional: This advert reinforces stereotypes of black people and is racist.

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 the quality of the car is good
Negotiated: That because it's high quality, it may be expensive
Oppositional: They can only use the product in certain areas.

Remember to highlight or bold any media terminology you are using.

Part 2) Reception theory factsheet #218

Use our extremely useful A Level Media Factsheet archive to find Factsheet #218 Spotlight on Stuart Hall: Encoding, Decoding and Reception Theory. Read the factsheet and complete the following tasks and questions:

1) Complete Activity 1 on page 2 of the factsheet. Choose a media text you have enjoyed and apply the sender-message-channel-receiver model to the text. There is an example of how to do this in the factsheet (the freediving YouTube video).

Sender: The company that made the magazine is Tatler
Message: The message is about politics and fashion
Channel: A magazine
Receiver: Higher-class people who are interested in the message.

2) What are the definitions of 'encoding' and 'decoding'?

Encoding is to construct a message using codes and language whereas decoding is when we read these codes and language and find the message.

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?

For being too simplistic and linear.

4) What was Hall's circuit of communication model?

Production, circulation, distribution and reproduction. Reproduction is when consumers give feedback or a responce.

5) What does the factsheet say about Hall's Reception theory?

It challenges the idea that all audiences see a media text in the same way.

6) Look at the final page. How does it suggest Reception theory could be criticised?

His model assumes that everyone knows how to see all the readings even though we don't know if audiences all ways do.

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