MIGRAIN: Reception theory

 Reception theory: blog tasks


Create a new blog post called ‘Reception theory’. Work through the following tasks:

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?

The preferred reading for the RBK 50 cent advert is that the advert presents 50 cent as confident and successful. The fingerprint imagery could represent his identity while the dark colours and serious facial expression create a powerful image. 

2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?

The preferred reading is that the advert presents Ariana as glamorous and feminine. The negotiated reading might accept the advert as romantic but the audience could also notice that it is designed to sell a product using Ariana's image as a celebrity.

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).


Activity 1

Sender-The produces of the Love notes advert and perfume band.
Message-The advert communicates that the perfume is associated with love, femininity and beauty
Channel-The advert can be distributed through print advertising, magazines and social media.
Receiver-Target audience is mainly Ariana's fanbase and young consumers interested in perfume.
Encoding-Producers encode the message by using bright vibrant colours such as pink and a heart symbol.
Decoding-Audiences decode these signs differently based on their own experiences and attitudes.



2) What are the definitions of 'encoding' and 'decoding'?

Encoding-The process of a media producer constructing a message using particular codes and conventions so that an intended meaning is communicated.

Decoding-The process of the audience interpreting and making sense of that message.

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?#

Hall criticised the model as it is too simplistic. It suggests that a producer creates a message with a fixed meaning that the audience receives and understands it.

4) What was Hall's circuit of communication model?

Production-how the media text is created and encoded.
Circulation-how the text is distributed and reaches the audiences.
Distribution-how audiences receive and use the text.
Reproduction-how audiences respond and potentially reproduce the meanings of the text.

5) What does the factsheet say about Hall's Reception theory?

Hall reception theory argues that audiences do not understand media texts in the same way.

6) Look at the final page. How does it suggest Reception theory could be criticised?
Reception theory could be criticised because it could be difficult to predict exactly how audiences will interpret a media text.

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