Audience Theory;

Stuart Hall reception Theory;

Theory;

There are three ways an audience can understand and read a text.

This theory says that the media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages.

The text is then decoded by spectators.

Different spectators nail decode the text in different ways,not always in the way that the producer intended.

Dominant:

The dominant meaning is where this reading of the text is viewed by the audience in the way that the producer intended.

The audience agree with the ideology and message behind the text.

The audience will view the message in the way the producer wanted them to.

Negotiated:

This is a compromise between the dominant and oppositional readings, the audience accepts the views of the producer but also has their own I put and understanding in relation to the text.

They do not agree or disagree, they however can see the point being made in relation to the reading yet they still have there own opinion.

Oppositional:

Is where the audience rejects the preferred meaning and creates their own reading of the texts.

The audience rejects the meaning fully as they do not agree with the message created for the audience.

How may an audience have a dominant understanding of your product?

-is there a clear message

-audience is the same age so it relates to the product

-from the same culture

-easy to understand narrative and they can relate to the narrative in some way

-relevant to society

-audience are choosing to consume the product, therefor it must have a reason to like it in the first place.

Negotiated reading of your product:

-the audience may not have had the same life experiences 

-may not understand the narrative in relation so therefore cannot relate in the intended way

-age may vary the reading and understanding 

-the audience may not understand all of the message making it unclear, therefor the dominant reading cannot to be understood.

Oppositional reading to your product:

-your product has controversial themes

-disagree with the messages in the video

-dislike the genre

-no understanding and/or cannot relate to the narrative structure 

-is not reflective of society

-different cultures have different understanding