Reception theory

Reception Theory

Developed by Stuart Hall, it suggests that media texts are encoded (be the creators) and then decoded ( by the audience). They can do this in 3 different ways:
- Dominant (Intened reading by the media creators - audience and media producers share same ideas )
-Negotiated (you understand the meaning and the connotations of the message of the producer, but you adapt them to fit them to your own beliefs)
-Oppositional ( the audience rejects the producer's message despite understanding its connotations)

the way the audience reacts depends on their cultural background, income or social class .
The audience is active as they can react in different ways