Stuart hall reception theory
- 2. How many different ways can this advert be read?
- 3. How different ways can this advert be read?
- 4. Aims • To understand Stuart Halls Reception theory. • To understand the 3 ways an audience can understand and read a text. • To create an advert and to see how an audience can consume it in different ways.
- 5. Reception theory Stuart Hall • The reception theory states that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. • The text is then decoded by spectators. • Different spectators will decode the text in different ways, not always in the way the producer intended.
- 7. Dominant • The dominant reading of a text is that the audience view the media text in the way the producer intended. • The audience agree with the ideology and message behind the text. • The audience will view the message in the way the producer wanted them to. • i.e. a hand bag looks appealing to a female reader encouraging her to want to go out and buy it.
- 8. Negotiated • This is a compromise between the dominant and oppositional readings, the audience accepts the views of the producer but also has their own input and understanding in relation to the text. • They do not agree or disagree, they however can see the point being made in relation to the reading yet still have their own opinion. • For e.g. they see a hand bag being advertised, they like the bag as it is beautiful and luxurious but could not justify spending x amount of money on a bag making the bag less appealing.
- 9. Oppositional • The audience rejects the preferred reading and creates their own reading of the text. • The audience reject the meaning fully as they do not agree with the message created for the audience. • A woman sees an advert for a bag, they feel that women are being stereotyped in relation to the ad and reject its meaning fully as they feel women are categorised by appearance.
- 10. How may a audience have a • Dominant understanding of your product? • Clear messages • Audience is the same age so relates to product • From the same culture • Easy to understand narrative and they can relate to the narrative in some way. • Relevant to society • Audience are choosing to consume the product so must have a reason to like it in the first place
- 11. How may an audience have a • Negotiated reading of your product: • The audience may not have had the same life experiences • May not understand the narrative in relation so therefore cannot relate to it in the intended way. • Age may vary the reading and understanding • Do not understand all of the messages making it unclear what the dominant reading is supposed to be.
- 12. How an audience may have a • Oppositional reading of your product: • Your product has controversial themes • Disagree with the messages in the video • Dis-like the genre • No understanding/ cannot relate to the narrative structure • Is not reflective of society • Different cultures have different understandings.
- 13. Task 1 • To design an advert for a new product: • New ham burger at McDonalds • New perfume for a man/woman • New dress for a woman • New jeans for a man • On the back state what the preferred reading, negotiated reading and oppositional reading could be of the advert you have just made.
- 14. Task 2 • Swap you advert with a person sitting near you. • On the 3 post-it-notes state what the 3 readings of the product could be: • Preferred • Negotiated • Oppositional
- 15. Exit pass • Did the advert you created have more than one reading? • How do you think the mass audience would respond to your advert in relation to Stuart Halls theory? • What have you found challenging in todays lesson?