Mass Media Models (Reception Theory)

Question 1

Who developed the reception theory?

Answer 1

Stuart Hall (1960s).

Question 2

What does the reception theory focus on?

Answer 2

The ability of the audience to “negotiate” or “oppose” the message in a text.

• People interpret texts differently based on their social backgrounds.

Question 3

What are the 3 positions a reader might take to a text?

Answer 3

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.

Question 4

What does Morley suggest about peoples social background influencing their response to a text?

Answer 4

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).

Question 5

What sociological background is Stuart Hall?

Answer 5

Marxist (neo) =

• if hegemony was successful, we would all exhibit a dominant response.