Reception Theory in Media Studies

The audience engages in oppositional decoding, rejecting the intended message.

As active, rather than passive, because they think critically about the media they consume.

Active audiences question the messages behind a media text, while passive audiences absorb them without question.

<p>It has transformed audiences from passive consumers to active participants in media creation.</p> Signup and view all the answers

<p>It results in a rejection of the intended message, revealing that the audience is capable of resisting dominant cultural views.</p> Signup and view all the answers

<p>Negotiated reading is a middle ground between acceptance and rejection of the dominant code, whereas oppositional decoding involves a complete rejection.</p> Signup and view all the answers

<p>Audiences are seen as inactive and uncritical, accepting media messages without questioning or analyzing them.</p> Signup and view all the answers

<p>Active audiences critically analyze and interpret media messages, whereas passive audiences accept them without critical thinking.</p> Signup and view all the answers

<p>Dominant cultural views shape the way audiences interpret media messages, perpetuating existing social norms and values.</p> Signup and view all the answers

<p>Negotiated reading involves a partial acceptance of media messages, with some modifications or negotiations to fit individual perspectives.</p> Signup and view all the answers

<p>Oppositional readers actively reject and challenge dominant media messages, often adopting alternative or counter-hegemonic interpretations.</p> Signup and view all the answers

<p>The theory suggests that media influence is mediated by opinion leaders, who interpret and disseminate media messages to their social networks.</p> Signup and view all the answers

<p>In the dominant-hegemonic position, the audience aligns with the dominant point of view, whereas in the negotiated position, the audience decodes the message with some personal interpretation.</p> Signup and view all the answers

<p>The oppositional view occurs when the audience decodes the message in a contrary way to the dominant code, rejecting the dominant cultural perspective, and placing the audience in direct opposition to it.</p> Signup and view all the answers

<p>Cultural biases in the dominant-hegemonic position enable the sender and receiver to operate under the same assumptions, facilitating clear transmission of ideas as both parties share the same rule set and cultural perspectives.</p> Signup and view all the answers

<p>The negotiated position involves understanding the dominant societal viewpoint while also incorporating personal biases and viewpoints into the decoding process, reflecting the complexity of audience engagement.</p> Signup and view all the answers

<p>Active audiences engage with and interpret media messages based on their own experiences and viewpoints, whereas passive audiences are seen as mere recipients of media messages, without agency or interpretation.</p> Signup and view all the answers

<p>The oppositional view challenges the dominant cultural perspective by rejecting its code and placing the audience in direct opposition to it, implying that audiences can actively resist and subvert dominant cultural norms.</p> Signup and view all the answers

When an audience rejects the intended message of a media text, often due to opposing social contexts.

Reception theory views audiences as active participants who critically engage with media texts, rather than passive recipients.

Active audiences question the messages behind a media text, while passive audiences absorb them without question.

Clay Shirky's theory posits that technology, especially the internet, has shifted audiences from passive consumers to active creators and participants in media.

An oppositional reading rejects the intended message, demonstrating the audience's ability to resist dominant cultural views.

Negotiated reading falls between complete acceptance and rejection of the dominant code, while oppositional decoding rejects it fully.

Passive audience models like the Hypodermic Needle theory perceive audiences as inactive and uncritical, readily accepting media messages without analysis.

Active audiences critically analyze and interpret media messages, while passive audiences accept them without critical thinking.

Dominant cultural views influence how audiences interpret media messages, perpetuating existing social norms and values.

Negotiated reading involves partial acceptance of media messages, adjusting them to fit individual perspectives.

Oppositional readers actively challenge dominant media messages, offering alternative interpretations.

The Two-step Flow theory suggests that media influence is mediated by opinion leaders, who interpret and disseminate messages to their social networks.

In the dominant-hegemonic position, the audience aligns with the dominant viewpoint, while in the negotiated position, they decode with personal interpretation.

The oppositional view occurs when the audience decodes the message contrary to the dominant code, rejecting the dominant cultural perspective.

Cultural biases in the dominant-hegemonic position allow sender and receiver to share assumptions, facilitating clear transmission of ideas.

The negotiated position reflects the complexity of audience engagement, understanding the dominant viewpoint while incorporating personal biases.

Active audiences engage with and interpret media messages based on their own experiences, while passive audiences are mere recipients.

The oppositional view challenges dominant cultural norms by rejecting the dominant code, implying audience power to resist.