Reception theory

 Reception theory: blog tasks


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?

The preferred reading is that you can overcome any challenges in life with a strong positive mindset just like how 50 cent overcame the gun violence he was put through.

The negotiated reading would be that gun violence is not something that should ever be promoted and is a really negative culture in society.

The oppositional reading could be the audience believing that the advert glorifies or promotes gun violence due to the slogan which could be misinterpreted into one that is advertising such criminal activity.

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

NIKE ADVERT

The preffered reading is that Nike wants the audience to realise that their products (the football shoes) will help members of the audience or football fans strive in the sport and become powerful in the game.

The negotiated reading could be that the shoes are the main product they are advertising, even though it’s unclear since there are also other products such as the football and the jacket in the frame.

The oppositional reading could be that the game and product is only for men as the character in the advert is male and this reinforces traditional stereotypes around sports being a male field / hobby.

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: Aaron Korsh 
Message: Suits
Channel: Netflix
Receiver: me

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

encoding: the content, structure and codes into which the message is organised 

decoding: making sense of the message and interpreting it

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

Because he believed the message had a fixed meaning made to be interpreted by the receiver but it varied on the receivers understanding of it through SMCR.

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

A non-linear model where the different moments of the process could feed back into each other.

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

It challenged the idea that audiences all understood media texts in a broadly similar way.

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

Hall’s model has been pointed out to assume that everyone is able to recognise the dominant or hegemonic reading but we don’t know for certain that this is always the case.


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