Reception Theory
Reception theory: notes
Studying media language means looking at the way in which the sign or text is interpreted and how the meaning comes across to the audience.
All media is thought to be polysemic in that it can be interpreted in different ways – it is not simply passively accepted by the audience. Stuart Hall introduced the idea of three different readings.
Reception Theory:
Dominant Reading: The dominant reading from the creator is to promote 50 cent's new single and to promote Reebok's brand by using 50 cent. The dominant reading is also to show that 50 cent is what he is, a popular hip hop rapper and this poster is supposed to show the audience that whatever they do now is important and to always embrace life.
Negotiated Reading: The negotiated reading is that 50 cent is a criminal but he is also a successful rapper and it show's that in whatever position you are in, you can still make it and you just have to believe in yourself and trial and error.
Opposition Reading: The opposition reading shows that 50 cent is a criminal and he know what he is and it is promoting that if you are a criminal you will be successful which is shown with the fingerprints that indicate a criminal record on the left side of the image, this reading also show's that Reebok will promote whoever is relevant at the time and that they do not care if you are a criminal as long as you make them wealthy.
Studying media language means looking at the way in which the sign or text is interpreted and how the meaning comes across to the audience.
All media is thought to be polysemic in that it can be interpreted in different ways – it is not simply passively accepted by the audience. Stuart Hall introduced the idea of three different readings.
Stuart Hall: reception theory
Hall suggested there are three types of reading:
Dominant, Preferred or Hegemonic Reading: what the producer/creator intends – the ‘natural’ reading
Negotiated Reading: a middle ground between the producer’s intentions and the audience’s individual views
Oppositional or ‘Counter-Hegemonic’ Reading: an alternative reading that is actively against the producer’s intentions.
Reception Theory:
Dominant Reading: The dominant reading from the creator is to promote 50 cent's new single and to promote Reebok's brand by using 50 cent. The dominant reading is also to show that 50 cent is what he is, a popular hip hop rapper and this poster is supposed to show the audience that whatever they do now is important and to always embrace life.
Negotiated Reading: The negotiated reading is that 50 cent is a criminal but he is also a successful rapper and it show's that in whatever position you are in, you can still make it and you just have to believe in yourself and trial and error.
Opposition Reading: The opposition reading shows that 50 cent is a criminal and he know what he is and it is promoting that if you are a criminal you will be successful which is shown with the fingerprints that indicate a criminal record on the left side of the image, this reading also show's that Reebok will promote whoever is relevant at the time and that they do not care if you are a criminal as long as you make them wealthy.
Comments
Post a Comment