Concepts Flashcards
Stuart Hall’s Reception Theory (1973)
- 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 the audience
◦ Different spectators will decode the text in different ways, not always in the way the producer intended.
◦ A text can be read in 3 ways:
➢ Dominant or preferred reading - this is when text’s read in the way producer intended. - Audience agree with the messages + ideology that the producer has placed behind the text.
- Audience will view the text in the way the producer wanted them to.
- Overall, this is a positive thing for the producer of the text as it means their advertisement has been successful as to get across the messages + values the producer wanted.
- Example: a handbag that looks appealing to the target audience will encourage purchase.
➢ The receptor of the dominant reading would perceive a clear message, target audience would be the same age so would relate to the product. The target culture is matched. The narrative is easily understood + relatable. Relevant to the audience’s society. Audience are choosing to consume product so must have a
reason to like it in the first place.
➢ Negotiated reading - this is a compromise between dominant reading + oppositional reading of text. - Audience accepts the views of the producer but also has their own input + understanding of text. Do not agree or disagree, can however see a point being made in relation to the reading while also making their own opinions.
- Overall, this is a good response for the producer to an advert as it is still getting the message the producer wanted to get across, even if reader is also making their own judgement.
- Example: see a handbag they think looks appealing but couldn’t justify spending the amount it would cost.
- How the audience would have a negotiated reading: the audience may not have the same life experiences. May not understand the narrative so cannot relate to it in a
meaningful way. Age may vary the reading and
understanding. Don’t understand all of the
messages making it unclear what the dominant reading is supposed to be.
➢ Oppositional reading - the audience rejects the producer’s preferred reading + creates their own reading of text, usually this is the opposite of what the producer intended. - Reader rejects the reading completely as they don’t agree with the message that is
being presented to the audience. - Overall, this is a bad response for the producer to the advert as it will mean the people who view it will not want to buy the product (for
example) + don’t agree with the producer’s ideologies + messages. - Example: an advertisement for a handbag
is rejected completely as the reader believes the advert is stereotyping women + categorising them on their appearance. - How an audience would have an
oppositional reading – the product has controversial themes, audience disagrees with the messages of the video (for example), they dislike the genre, there is no understanding, they cannot relate to the narrative structure, it is not reflective of their society, different cultures may have different understandings.
Sapir-Whorf Hypothesis.
o Linguistic Determinism– theory that differences in languages + their structures
determine how people think + interact with the world around them.
o Linguistic Relativity - refers to the proposal that the particular language one speaks influences the way one thinks about reality.
o The difference between the two – Whilst Relativity influences the way one thinks about reality, Determinism determines how people think + therefore the latter is
more conclusive.
Mark Halliday’s Ideational Meta-function.
• The Ideational Metafunction helps people deconstruct how gender has been constructed through language
• Identify:
o Who and whom: participants, actors who do things or have things done to them (nouns/pronouns)
o Is doing what: processes (verbs)
o When, where and how: circumstances (adverbs,
prepositions)
Louis Althusser’s Interpellation Theory (1918 - 1990)
o Term interpellation was an idea introduced by Louis Althusser (1918-1990) to explain the way in which ideas get into our heads + have an effect on our lives, so much so that cultural ideas have such a hold on us that we believe they are our own.
Levi-Strauss Binary Opposition Theory.
o The majority of narratives in media forms such as articles, books + film contain opposing main
characters/ideas. These binary opposites help to thicken the plot + further the narrative; + introduce contrast.
* Example: in a superhero film this could be good vs. evil, in a horror film this could be human vs. supernatural, + in a comedy this could be young vs. old.
o A problem with binary opposites is that they may oftentimes perpetuate negative stereotypes.
* Example: if binary opposite was man vs. woman, according to gender stereotypes, the man may be portrayed to be ‘strong’ whereas the woman is the ‘damsel in distress’.
o It is important to see how these stereotypes have changed in media forms over time.
