Audience: Reception Theory

Reception theory is an important media theory exploring how audiences respond to media texts.

Stuart Hall is a cultural theorist who looked at the relationship between the text and the audience. He suggested that meanings are fluid and open to interpretation depending on context and the consumer’s experiences as individuals as well as communities.

Hall states there are three readings to any media text:

Preferred reading

The meaning the producers intend to communicate. This builds on the idea that producers can position the audience in a certain way and influence their reading so they accept the intended message by using recognised codes and conventions (such as stereotypes).

Negotiated reading

Somewhere between the preferred and oppositional reading. The message is modified (partly accepted and partly rejected) depending on the individual experiences of the audience (e.g their age, gender or social class).

Oppositional reading

The oppositional reading goes against the meaning the producers are trying to create. The audience reject the intended message and construct an opposite reading instead. This can be due to their own social, political or moral beliefs and values. 

Reception Theory: Blog Task

Create a new blogpost called 'Reception theory'.

1) What is the preferred reading of a media text?

2) What is the oppositional reading of a media text?

Watch the clip below from Adolescence:

3) How does the Adolescence clip position the audience to respond to the teenage character in the scene?

4) Why might young people reject this reading and construct an oppositional reading of the trailer?

5) Exam-Style Q: Explain how representations of young people are constructed in this clip. Answer with reference to Stuart Hall's reception theory. (Preferred/Oppositional Readings)

P - Point - Clear opening sentence where you establish your idea

E - Evidence - Referring a specific detail from the media text

T - Terminology/Technique/Theory - Apply media studies language to your chosen reference

A - Analysis - Analyse the effect of your chosen reference, linking it back to the question.

Grade 8/9 Extension tasks: 

Negotiated Reading: Place yourself into the perspective of a concerned parent. Write another media analysis-style response exploring how your reading of this media text has changed based on context?

Finish for homework if you don't complete this during this week's lessons - Due date on SatchelOne.