Mass Media Models (Reception Theory) Flashcards
Who developed the reception theory?
Stuart Hall (1960s).
What does the reception theory focus on?
The ability of the audience to “negotiate” or “oppose” the message in a text.
- People interpret texts differently based on their social backgrounds.
What are the 3 positions a reader might take to a text?
1). Dominant (hegemonic) reading =
the reader fully shares the texts codes and accepts the preferred reading.
2). Negotiated =
may question the text, but broadly accepts the preferred reading.
3). Oppositional =
the reader understand the preferred reading, but rejects it, bringing an alternative frame of reference.
What does Morley suggest about peoples social background influencing their response to a text?
Depending on the individuals subculture =
- they may not be consistent in their interpretation.
- however, these subcultural views don’t predict the individuals response (it’s not an automated response to a given text).
What sociological background is Stuart Hall?
Marxist (neo) =
- if hegemony was successful, we would all exhibit a dominant response.