EFFECTS - Stuart Hall: Reception Theory Flashcards
What theory does reception theory reject?
Hypodermic needle theory
What is the relationship between the media producer and consumer?
The producer encodes, the consumer decodes.
What are the 3 perspectives taken on by consumers?
Dominant
Negotiated
Oppositional
What is the dominant reading?
How producers want audiences to respond/understand it.
What is the negotiated reading?
The audience interpret it how they want
What is the oppositional reading?
The audience reject it.
What have ideas of racial differences been previously used as?
To suggest some groups are superior.
What is ‘the white eye’?
Media texts are made by white people for white people.
What is ‘symbolic annihilation’?
The lack of representation in the media of a group of people
The way audiences have created meanings had changed.
Give an example.
What was once considered acceptable forms of comedy no longer is.
How do audiences create meaning?
2
Create meaning for themselves based on traits of people in the media ‘similar’ to them.
This can have the same effect on people’s treatment towards others.
Hall stated people have a conceptual map.
What is this?
They have their own understanding of the world & so respond to media texts differently.
Hall stated meanings are polysemic.
What does this mean?
They can be encoded with more than one meaning.
Other than their own conceptual map, what influences the way audience members decode and chose to respond to media texts? (4)
Class, political leanings, life experience, ethnicity
