Types of Audience Reception

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Questions and Answers

What is a Negotiated Reading?

Audience can see a point being made in relation to the reading while also making their own opinions.

Why is a Negotiated Reading considered a good response to an advert?

It still conveys the message the producer wanted to get across, even if the reader is also making their own judgment.

What is an Oppositional Reading?

The audience rejects the producers preferred reading and creates their own reading, usually opposite of the intended message.

Why is an Oppositional Reading considered a bad response to an advert?

It means the audience will not want to buy the product and do not agree with the producers ideologies and messages. Signup and view all the answers

Define Dominant or Preferred Reading.

The audience accepts the producer's intended message without questioning and aligns with the desired meaning. Signup and view all the answers

Explain the concept that 'All media messages are constructed.'

It means that all media messages have been assembled by someone, which could be a single person or a large organization. Signup and view all the answers

Define Negotiated Reading.

Negotiated Reading is when the audience partially agrees with the intended message of the text while also bringing their own interpretation and perspective. Signup and view all the answers

Explain Dominant or Preferred Reading.

Dominant or Preferred Reading is when the audience fully accepts and agrees with the intended message of the text as presented by the producer. Signup and view all the answers

What is Oppositional Reading?

Oppositional Reading is when the audience completely rejects the intended message of the text and interprets it in a manner that goes against the producer's intentions. Signup and view all the answers

Who developed the Reception Theory?

The Reception Theory was developed by the academic Stuart Hall at Birmingham University in the 1970s. Signup and view all the answers

Explain the concept of Reception Theory.

Reception Theory focuses on the idea that audience members play an active role in interpreting texts based on their individual traits such as gender, age, class, and ethnicity. Signup and view all the answers

How does Reception Theory view the decoding process of texts?

Reception Theory suggests that different spectators will decode texts in various ways, not always in the way the producer intended. Signup and view all the answers

What is the Dominant or Preferred Reading according to reception theory?

It is when the text is read in the way the producer intended, and the audience agrees with the messages and ideology. Signup and view all the answers

Can you explain Negotiated Reading in reception theory?

It is a compromise between the dominant reading and the oppositional reading of the text, where the audience accepts the views of the producer but also adds their own input and understanding. Signup and view all the answers

What characterizes Oppositional Reading in reception theory?

It is when the audience completely disagrees with the intended message of the producer and interprets the text in a way that goes against the intended views. Signup and view all the answers

How does the audience respond in a Dominant or Preferred Reading scenario?

The audience decodes the message as the producer intended and agrees with the messages and ideology presented in the text. Signup and view all the answers

In what way does Negotiated Reading differ from Dominant or Preferred Reading?

Negotiated Reading involves a compromise between accepting the producer's views and adding their own input, while Dominant Reading aligns completely with the producer's intended message. Signup and view all the answers

What is the key distinction between Negotiated Reading and Oppositional Reading?

Negotiated Reading involves accepting some of the producer's views and adding personal input, whereas Oppositional Reading completely opposes the intended message of the producer. Signup and view all the answers

Study Notes

Reading Responses to Adverts

A Negotiated Reading is a response to an advert where the audience accepts the preferred meaning but also makes modifications to fit their own experiences and beliefs.
A Negotiated Reading is considered a good response to an advert because it shows the audience is engaged with the message and making sense of it in their own way.

Oppositional Reading

An Oppositional Reading is a response to an advert where the audience rejects the preferred meaning and instead creates an alternative interpretation.
An Oppositional Reading is considered a bad response to an advert because it means the audience is not accepting the intended message.

Dominant or Preferred Reading

A Dominant or Preferred Reading is the response to an advert where the audience accepts the intended meaning without modification.
The Dominant or Preferred Reading is the interpretation the creator of the advert intended the audience to have.

Media Messages Construction

All media messages are constructed, meaning they are created with a specific intention or message in mind.
This construction influences how the audience interprets the message.

Reception Theory

Reception Theory was developed by Stuart Hall.
The Reception Theory views the decoding process of texts as a complex interaction between the creator's intended meaning and the audience's interpretation.
According to Reception Theory, the Dominant or Preferred Reading is the intended meaning of the creator, but the audience may respond with a Negotiated or Oppositional Reading.

Reading Responses in Reception Theory

A Negotiated Reading in Reception Theory involves the audience accepting the preferred meaning but making modifications to fit their own experiences and beliefs.
An Oppositional Reading in Reception Theory involves the audience rejecting the preferred meaning and creating an alternative interpretation.
In a Dominant or Preferred Reading scenario, the audience responds by accepting the intended meaning without modification.
Negotiated Reading differs from Dominant or Preferred Reading in that it involves the audience making modifications to the intended meaning.
The key distinction between Negotiated Reading and Oppositional Reading is that Negotiated Reading involves modifications to the intended meaning, while Oppositional Reading involves rejecting the intended meaning altogether.

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Description

Explore different types of audience reception, such as oppositional reading, where the audience does not agree or disagree but presents their own opinions in response to the content. Understand how viewers may interpret and engage with media messages.