Audience: Reception theory

 Reception theory is an important media theory exploring how audiences respond to media texts.

Stuart Hall is a cultural theorist who looked at the relationship between the text and the audience. He suggested that meanings are fluid and open to interpretation depending on context and the consumer’s experiences as individuals as well as communities.

Hall states there are three readings to any media text:

Preferred reading

The meaning the producers intend to communicate. This builds on the idea that producers can position the audience in a certain way and influence their reading so they accept the intended message by using recognised codes and conventions (such as stereotypes).

Negotiated reading

Somewhere between the preferred and oppositional reading. The message is modified (partly accepted and partly rejected) depending on the individual experiences of the audience (e.g their age, gender or social class).

Oppositional reading

The oppositional reading goes against the meaning the producers are trying to create. The audience reject the intended message and construct an opposite reading instead. This can be due to their own social, political or moral beliefs and values. 

Reception theory: blog task

Create a new blogpost called 'Reception theory'.

1) What is the preferred reading of a media text?The meaning the producers intend to communicate. This builds on the idea that producers can position the audience in a certain way and influence their reading so they accept the intended message by using recognised codes and conventions (such as stereotypes).

2) What is the oppositional reading of a media text? The oppositional reading goes against the meaning the producers are trying to create. The audience reject the intended message and construct an opposite reading instead. This can be due to their own social, political or moral beliefs and values. 

Re-watch the trailer for the film Harry Brown:

3) How does the Harry Brown trailer position the audience to respond to the teenage characters in the film? They might think that the teenage boys are disrespectful, rude, and like to violence . This is an example of preferred reading as this is what the producers want the audience to think.

4) Why might young people reject this reading and construct an oppositional reading of the trailer? The reason why I think young people reject this reading and construct, because they would think its to violent and not good for young people to watch it. They would think it would bad influence young people and copy their bad actions.

Look at this McDonald's advert:

5) Write a 150+ word analysis of the McDonald's advert using preferred, negotiated and oppositional readings. In analysing the McDonald's advertisement, it's interesting to consider how different audiences might interpret the message using Stuart Hall's concepts of preferred, negotiated, and oppositional readings.

The preferred reading would be the way McDonald's intends for viewers to interpret the ad. The commercial likely promotes the idea that McDonald's is a convenient, fun, and family-friendly place to eat. The bright colours, catchy music, and appealing visuals of food create a positive, enticing image, encouraging consumers to associate the brand with happiness and enjoyment. In this reading, viewers are encouraged to see McDonald's as a desirable and trustworthy choice.

However, a negotiated reading acknowledges that while some viewers might agree with the ad's message, others may have reservations. They might Viewers might reject the ad's message, criticizing the company for promoting unhealthy food, exploiting workers, or contributing to environmental degradation. These individuals may see the ad as part of a larger corporate strategy to manipulate consumers into choosing fast food over healthier alternatives, and they may resist its appeal altogether.

Each of these readings shows how the ad's message can be interpreted in various ways depending on the viewer's perspective and values.