Reception theory

 Part 1) Applying Reception theory to adverts

1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?
The preferred reading for the RBK 50 Cent advert is to allow audience to be what they are and that they don't have to change themselves as the slogan says "I am what I am". The negotiated reading could be that they could accept themselves as they are but it could also lead to consequences as in the advert it symbolises the gunshots and what the male character had gone through. The oppositional reading could be the idea that it supports the crime idea and how they aren't changing. 



2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?
The preferred reading for the coca cola advert could be that it is being served to a restaurant which means that the product is good. The negotiated reading could be that the drinks are unhealthy but they taste nice. The opposition reading could be that the female character is trying to gain attention through her facial expression of being sexy. 

Part 2) Reception theory factsheet #218

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).

The SENDER are the the magazine publisher, Conde Nast who was helps by the Tatler team.
The MESSAGE is the magazine cover, which focuses on the idea of fashion, royalty and Europe. It is a more elegant way of gossiping especially for the audience who are interested in the royal family. 
The CHANNEL is the magazine as well as the internet as it is shared online and how the editing was done online too.
The RECEIVER is the audience who usually read magazines.


2) What are the definitions of 'encoding' and 'decoding'?
Encoding simply means constructing a message using a shared code and language. Decoding means someone else can then read it and understand or analyse the meaning who shares that cultural understanding and is able to decode it.

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?
Stuart Hall criticise the sender-message-channel-receiver model because it is too simplistic to read the message and to understand the what is it communicating, it is also because it doesn't tell much about the complexity of the message when received.

4) What was Hall's circuit of communication model?
Hall proposed instead of a model which was non-linear which means that the different moments could feedback into each other, this means that they could work independently of one another in the construction of meaning and the uses audiences make of what they consume could therefore vary.

5) What does the factsheet say about Hall's Reception theory?
The factsheet say about Halls' Reception theory that the encoding and the decoding relate to each other and how these terms have been used to give message and receive the message. The reception theory also tells us how through media texts, audience have the similar way of understanding it, but Hall also says that in Reception theory it is polysemic which means there could be a range of different meanings in one media text from different audiences.

6) Look at the final page. How does it suggest Reception theory could be criticised?
It suggest that Reception theory could be criticised by showing how audiences may not always recognise the hegemonic reading, it could also be the idea that communication between producers and audiences through media texts may not be straight forward and that could lead to audiences not understanding the actual preferred meaning.

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