STUART HALL- RECEPTION THEORY Flashcards
1
Q
Explain the main idea of Stuart Hall’s reception theory?
A
- Hall proposed the ‘encoding-decoding’ model
- arguing that media producers encode preferred meanings into texts.
- but these texts may be decoded by their audiences in a number of different ways.
the way products are decoded are based on different experiences/contexts.
2
Q
What is the MAIN idea of the RECEPTION THEORY?
A
- Meaning is NOT fixed but dependent on audience interpretation.
Audiences interpretation always changes- so meaning is always fluid
3
Q
What does the RECEPTION THEORY HIGHLIGHT?
A
- The role of experience, culture in media reception
4
Q
How can you apply reception theory to the newspaper industry?
A
- -Different newspapers have ideological/political biases (left or right), and audiences interpret stories based on their own beliefs.
5
Q
Polysemic?
A
Producing multiple meanings
6
Q
Encoding
A
- When producers CREATE messages in texts with INTENDED meanings
7
Q
Decoding?
A
- When audiences INTERPRET encoded messages according to their expeiriences
8
Q
Dominant/hegemonic reading?
A
- Acceptance of the preferred meaning of the producers.
9
Q
Negotiated reading
A
- Partial acceptance of the meaning but modifying it based on personal beliefs.
A climate change documentary is seen as valid, but the viewer disagrees with some solutions presented.
10
Q
oppositional reading
A
audience rejects the intended meaning and interprets it differently, often critically.
A political speech is viewed as propaganda rather than truth.
