Reception theory

 1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert? Preferred reading: anyone can change to become a better person, your past doesn't define, there is always time for redemption. Oppositional reading: you have to be a criminal in order to change, 


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: to not drink and drive because it can cause life threatening accidents.
Oppositional: road accidents are only caused by drink driving
                      
Remember to highlight or bold any media terminology you are using.


Part 2) Reception theory factsheet #218

Use our extremely useful A Level Media Factsheet archive to find Factsheet #218 Spotlight on Stuart Hall: Encoding, Decoding and Reception Theory. Read the factsheet and complete the following tasks and questions:

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).

2) What are the definitions of 'encoding' and 'decoding'? Encoding: the way in which texts are put together.  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? He did this because of its lack of structured conception of various moments as a complex structure of relations.

4) What was Hall's circuit of communication ? A viewer can understand the (denotative) and connotative meaning of a message while deciding a message in a globally contrary way.

5) What does the factsheet say about Hall's Reception theory? It asserts that media texts are encoded and decoded.

6) Look at the final page. How does it suggest Reception theory could be criticised? They cannot provide a rational and coherent argument that disputes the notion that texts have meaning.

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