Subtitle

Hall’s Reception Theory

What is reception theory?It is:• a theory on reader responses to a media text.• based on the encoding and decoding model.• a way of explaining audience positioning.

Encoding• Encoding is the process of building signs and signals into a

media text that build a message/meaning. • These messages are ‘encoded’ by the producers of a text

and are said to be based on their own social and cultural background. • However, the producers are able to convey in this way any

meaning they wish.

Decoding• Decoding is done by the audience upon reading a

text. • They ‘decode’ the messages built by the producers in

order to interpret their own meanings. • This interpretation leads the text being read in one of

3 ways:1. Preferred2. Negotiated3. Oppositional

The 3 readingsNegotiated

• Due to previous (often conflicting) knowledge, readers partially agree/disagree with or question the text.

Oppositional• These readers will

register the preferred reading, however will reject it.

• These people have already made up their minds.

Preferred• The audience

reads the messages as the producer desires.

• This suggests the reader and producer have similar experiences.

Determining the reading of individualsWhether someone has a preferred, negotiated or oppositional reading of a text is dependent on their demographics. In essence their:• Age,• Gender,• Beliefs• Culture,• Mood,• and Experiences.