Reception Theory

Given that the Effects Model and The Uses and Gratifications have their problems and limitations. A different approach to the audiences was developed by the academic Stuart Hall at Birmingham University in the 1970s.

The theory suggests that when a producer constructs a text it is encoded with a meaning or message, that the producer wishes to convey to the audience. In some instances audiences will correctly decode the message or meaning and understand what the producer was trying to say.

In some instances the audience will either reject or fail to correctly understand the message.

There are 3 types of audience decodings:

• Dominant
• Negotiated
• Oppositional

Dominant

Where the audience decodes the message as the producer wants them to do so and broadly agrees with it, eg watching a speech and agreeing with it.

Negotiated

Where the audience accepts, rejects, or refines elements of the text in light of previously held views, eg neither agreeing or disagreeing with the political speech or being disinterested.

Oppositional

Where the dominant meaning is recognised but rejected for cultural, political or ideological reasons, eg total rejection of the political speech and active opposition.