Reception Theory

 1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?

     Oppositional- promoting gang violence and street culture 

Preferred- the advert is trying to promote individuals to embrace who they are no matter their background or status. 

negotiated - the audience portrays the rapper as "gangster" or "criminal" whilst also recognising that he is a famous celebrity who reebok uses to promote their brand to attract a wider audience.

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

 

Preferred: the advert is aimed at men and encourages them to see the product as masculine and effective. The bold red colour, large text and image of the brush make the advert stand out and suggest confidence and strength.

Negotiated: the audience understands the advert  is targeted at men but does not necessarily agree that the product is only suitable for men. They may appreciate the message while still believing the product could be used by anyone. 

Oppositional: reject the idea that the product should be associated with men. The audience might see the advert as reinforcing gender stereotypes by suggesting certain products or qualities are specifically masculine

  

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).

Sender- Mara Brock Akil ( director of the show)
Message - The Reality of Growing Up: Within the plot, the message is that first love is an intense catalyst for self-discovery

Channel- netflix

Reiciever - the audience 

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

 encoding- making a message using a shared code or language

decoding- make sense of a message and interprets

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

He didn’t believe that the ‘message’ had a fixed meaning,

encoded by the sender to be passively accepted by the

receiver, although he was certain that the senders of the

message probably hoped it did.

• He felt that meaning was actually being produced in the

spaces between this relationship, in a dynamic way that

varied depending on who received the message.

• He thought there was more nuance to their relationship with

the text as a cultural product and its producers.

But this is only the starting point of the message. 

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

Hall proposed instead a model which was non-linear – in

other words, the different ‘moments’ in the process (Hall’s

term for each aspect of the model

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

Reception theory is a core part of Hall’s work because he believed

that media products as complex signs are polysemic, meaning

they have multiple meanings depending on the background and

experiences of the person consuming the text.

6) Look at the final page. How does it suggest Reception theory could be criticised?

Some people have pointed out that Hall’s model assumes that

everyone is able to recognise the dominant or hegemonic

reading. We don’t know for certain whether this is always

the case.