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-a very famous and popular person with a brand he likes and advocates for
negotiated- only those from a similar background can wear reebok
oppositional- promoting 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?

preferred- there burger is made from natural ingredients

negotiated - its disgusting to see mouldy food on their advert
oppositional - its been 28 days and no ones having a burger for that long

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 the process of converting a message into a specific format for transmission or storage, while decoding is the reverse process of converting that encoded message back into a comprehensible form

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?
being too simplistic and failing to account for the complex, structured nature of mass communication

4) What was Hall's circuit of communication model?
describes the flow of a message through interconnected "moments": production (encoding), circulation (distribution), distribution/consumption (decoding/use), and reproduction (making meaning effective)

5) What does the factsheet say about Hall's Reception theory?
explains that media audiences actively interpret, rather than passively receive, messages, leading to three main types of responses

6) Look at the final page. How does it suggest Reception theory could be criticised?
his model assumes that everything can interepreted as dominant or hegemonic.