Reception

- Given that the effects model and the uses and gratifications have their problems and limitations a different approach to audiences was developed by the academic Stuart Hall at Birmingham university in 1970s



- this considered how texts wew encoded with meaning by producers and then (understood) by audiences

-it suggests:

. when the producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audiences


.in some instances audiences will correctly decode the message or meaning and understand what the producer was trying to say


.in some instances the audiences with either reject or fail to correctly understand the message


- Sturat Hall identified three types of audience readings (or decoding) of the text:

1) Dominant


2) Negotiated


3) Oppositional



Dominant

.where audience decodes the message as the producer of the texts wants them to do and broady agrees with it

.eg watching a political speech and agreeing with it




Negotiated

.audience accepts, rejects or refines elements of the text in light of previously held views

. eg niether agreeing or disagreeing with a political speech or being disinterested


Opposited

. the dominant meaning is recognised but rejected for cultural political or ideological reasons

.eg total rejection of the political speech and active opposition