MIGRAIN: 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: want to buy the products because they are fans of 50 Cent or they relate to the story the advert conveys.
Negotiated: would like the shoes and agree with the message not necessarily buy them
Oppositional:would not want to buy the item.


2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?

Preffered: wants to buy or listen to the album.
Negotiated: might try the song but wont necessarily enjoy it
Oppositional:wont want to listen and wont listen nnnxxc

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).

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

Encoding is when the producer builds meaning into a text through language.
Decoding is how the audience interprets that meaning

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

He argued that communication just wasn't as simple as that.

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

A framework that replaces traditional linear models  with an ongoing interconnected process.

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

That audiences perceive media in multiple different ways

6) Look at the final page. How does it suggest Reception theory could be criticised?
 It suggest that anyone can just easily identify all the different types of reading in media

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