The Reception Theory

The Reception Theory

 The reception theory is based on Stuart Hall's encoding/decoding of the relationship between text and audiences receiving the media text. The text is encoded by the creator of the media text and it is then decoded by the by the audience, nonetheless there could be huge differences between two different decodings of the same text. However, by using recognised conventions and ideology, and by using audience expectations relating to aspects such as genre and themes, the producers can predict and position the audience into a place in which they will either decode the right message or will  create a certain amount of agreement on what the message means.

Stuart Hall - 'Media seems to reflect reality, but in fact they construct it'

There are 3 types of audience decodings: 

Dominant

Negotiated

Oppositional

A example would be a McDonald's Advertisement. 

Dominant 

This is when the audience decodes the message as the producer wants them to do so and agrees with all of it. e.g. McDonald's looks tasty and I would like to eat there.

Negotiated 

This type is decoding is when the audience rejects, accepts or refines elements of the text in light of previously held views. e.g. McDonald's may be tasty and popular, but I would prefer something healthier and cheaper.

Oppositional 

Where the dominant meaning is recognised but rejected for cultural, political or ideological reasons, e.g. McDonald's is unhealthy and disgusting I would not eat there.