Reception theory-blog tasks

 Part 1) Applying Reception theory to adverts

Look back at the adverts you have been analysing in last week's lessons on Reading an Image and media codes (RBK 50 Cent and one of your choice). 

1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?

Preferred: buy shoes because a famous artist also wears them and its cool 

Negotiated: biblical quote rubs me the wrong way but ill still buy the shoe

Oppositional:     this is glamorising gang life and crime as the guy who's showing off these shoes was almost shot 76 times

2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?

Preferred: burgers are gummy and should be eaten 

Negotiated:

Oppositional: glorifying killing animals

Part 2) Reception theory factsheet #218

Use our extremely useful A Level Media Factsheet archive to find Factsheet #218 Spotlight on Stuart Hall: Encoding, Decoding and Reception Theory. Read the factsheet and complete the following tasks and questions:

1) Complete Activity 1 on page 2 of the factsheet. Choose a media text you have enjoyed and apply the sender-message-channel-receiver model to the text. There is an example of how to do this in the factsheet (the freediving YouTube video).

• Activity 1:

The senders are the podcast creators and the main speaker Stephanie Soo. The messages are 30 mins to 2 hour long in depth videos exploring the lives of the victims before and after the crimes and the court proceedings. The channel is both a YouTube channel and a spotify podcast . The receivers are those who watch/listen to her.

• Activity 2:

Can you identify a possible negotiated reading for both texts? What preferred reading would the government wish the NHS advert to convey? Is there an oppositional reading for the IBM advert based on advancements in artificial intelligence and technology?

One negotiated reading  for the NHS advert is maybe that they also agree with the message but may be potentially hesitant due to how quickly the vaccination came out and may be scared to try it. A negotiated reading for the IBM advert is that they agree with tech becoming helpful but disagree with the lack of diversity within the people used in the advert. The preferred reading for the NHS advert is that viewers are more willing to vaccinate after being made aware that its free allowing everyone to do it. An oppositional reading for the IBM advert is the price of said technological advancements and the potential dangers of AI.

2) What are the definitions of 'encoding' and 'decoding'?

Encoding is simply constructing a message using a shared code and language. Decoding is the ability to deconstruct a message in the same manner.

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?

 He didn’t believe that the ‘message’ had a fixed meaning,He thought there was more nuance to their relationship with the text as a cultural product and its producers.

4) What was Hall's circuit of communication model?

a model which was non-linear They could work independently of one another in the construction of meaning and the uses audiences make of what they consume would therefore vary.

5) What does the fact sheet say about Hall's Reception theory?

 is politically inclined to seek out evidence that popular culture has a role in reinforcing cultural hegemony, as considered valuable for drawing attention to the significance of the audience , is valued for its recognition that communication

between the audience and producers of a text is not a straightforward, one-way process.

6) Look at the final page. How does it suggest Reception theory could be criticism

assumes that everyone is able to recognise the dominant or hegemonic reading.