RECEPTION THEORY BLOG TASKS

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 PART 1,  APPLYING RECEPTION THEORY TO ADVERTS



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

 Preferred Readings: The producer/creator intends to inspire us and have confidence in ourselves. The slogan ' I am what I am' helps achieve this. 

Negotiated Readings: From the fingerprints in the background, the producers intentions could've been to offer us a narrative of a possible criminal background or violence.

Oppositional Readings: The audience may be angry at Reebok as it might be thought that they are glorifying gang culture and crime and promoting it. 






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 Readings: the producer intends to make us understand that something is wrong as the children have sad expressions and one is holding a weapon.

Negotiated Readings:  the producer could intend to make us think that weapons are bad but not completely a people may us it to defend themselves. 

Oppositional Readings: A republican in America would be against this message as they strongly believe that guns should be accessible to them for their safety.



PART 2,  RECEPTION THEORY FACT SHEET


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).


How To Get Away With Murder

    SENDER - Shonda Rimes, Peter Nowalk.

 -   MESSAGE - Six season audio visual television programme, which shows the lives of a group of students who try to get away with murder.

 - CHANNEL - Netflix.

-  RECEIVER - The person who watches the television show.



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

Encoding - communication model that offers a theoretical approach to how messages in media, particularly mass media, are produced, disseminated and understood.

Decoding - how an audience member is able to understand and interpret the message.


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

Stuart Hall criticised the sender-message-channel-receiver model as he didn't believe that the 'message'  had a fixed meaning, encoded by the sender to be passively accepted by the receiver, although he was certain that the senders of the message probably hoped he did. 


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

Hall's model assumes that everyone is able to recognise the dominant or hegemonic readings.


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

The fact sheet says that the theory is valued for its recognition that communication between the audience and producers of a text is not a straightforward, one way process.





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