Reception theory

 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 to be able to distinguish their individuality and identity with Reebok. They could feel a sense of success and achievement as their life changes for the better. This can also insinuate how unique everyone is as the brand is made for everyone.

The negotiated reading would be as how their advert has no placement of their product making viewers question the true intentions of the advert. This could force people to assume how Rebook is instead promoting 50 Cent and his life story. This random collab instead attracts audience for the wrong reason and could cause confusion on the brand.

The oppositional reading could be how Rebook has used 50 Cent for promotion but instead is looked bad upon for the use of a criminal who is associated with illegal activities. The fingerprints support this idea as if to not hide his past that can ruin the repetition of this brand. This communicated how Rebooks clothes and items are used by gang members or criminals and have been claimed as their identity.

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 for this take out advert could be that the audience are able to clearly understand the producers clever marketing of the fast and efficient service provided by take out. The colour of yellow is able to attract their target audience as it is bright and makes them more hunger this might make them try out the service provided. 

The oppositional reading could be that the audience may misunderstand and may question how the burger will be able to pick up there call as it is physically impossible.As well as this, they may also question their slogan order as 'Order, eat ,enjoy!' usually takes time for delivery and condition may not be the best. There is also a problem of long waiting time that could make customers annoyed.

The negotiated reading is how certain audience may misunderstand how takeout does not only deliver burgers as they are usually associated with fast food products. This leads to the availability of only burgers whereas certain people may want other products and find it problematic to call and question what they are able to deliver. Delivery fee could also be a problem as not only do they have to pay for they food but and extra for it to warmly arrive at their door.


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).


A sender: The video producer and Lyn Lapid

A message: A 4-5 minute video/interview explaining song lyrics

A Channel: A YouTube channel, Lyn Lapids official channel

A receiver: The person who watches or has watched the video.

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

Encoding means constructing a message using a shared code and language and decoding means someone else it able to read and share their cultural knowledge leaving them to decode it.

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

Stuart Hall believed that the sender-message-channel-receiver-model had a fixed meaning where the sender would make sure the reader would passively accept the information.  Although it most likely didn't happen the sender secretly hoped it did. Stuart did believe that the message, in a dynamic way, was being produced during relationships depending on the person receiving the message. 

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

He believed there were a lot of ways to interpret the media:

Production- this is production methods and technical skills , market research surrounding the intended audience, assumptions about who will be consuming the text.

Circulation- The ways audience are able to perceive the information and interpret it. This could be media technologies, services and the ways producers reach audiences. A text that reaches its intended audience has been circulated successfully.

Distribution/ consumption- This can be when audience have received the media and are interpreting the information to form their own ideas. The text is formed based of audiences previous experiences such as narrative and genre codes.

Reproduction-How audience accept and engage with the media and how its culture shapes their ideologies.

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

The factsheet stated how there were three ways to show Hall's Reception theory:
-A preferred or hegemonic reading (producers intention)
-A negotiated reading ( Where producer intention is partially accepted)
-A oppositional reading (where producers message is rejected)

The idea of encoding and decoding also contributes to his Reception theory in order to show how different audience accept the same media. He also believed that media products as complex signs are polysemic, meaning they have multiple meanings


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

The final page is able to show how everyone uses and is able to recognise the dominant and hegemonic readings. Stuart continuously reinforces the cultural hegemony whilst also using evidence to this popular culture. He also shows the importance of audiences and how they seek out their own meanings to media texts that are consumed as they are all different and unique. The connection between producer and consumer is also spoken of as he anathematises the importance of their connection and roles towards media.





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