Theory

Theorist's

Stuart Hall: Reception Theory

 

 The producer encodes messages and values into their media which are then decoded by the audience. However, different audience members will decode the media in different ways and possibly not in the way the producer originally intended.

They way in which they decode the media is Dominant Reading, which is the most obvious and blatant message behind this form of media. The second way is oppositional reading which is when the reader opposes the form of media and creates their meaning for the text. The Finally type is negotiated reading which is a compromise between Dominant and oppositional when the audience accepts some of the producers thoughts and creates some of their own.

 

Albert Bandura: Media Effects