Audience task - Reception theory

Reception theory

 

Stuart Hall’s reception theory suggests that producers encode their media texts with a meaning. The audience then decodes this message.

However, Hall believes that the audience is more active and either accepts the meaning the producer intended, partially accepts and rejects it or completely rejects it (opposition)

Hall believed that the audience response depended on their culture (age, ethnicity, values, social status, gender etc)

In relation to our music video, the coded message that we are trying to give out could fit into all 3 models. From research and explaining our ideas to other students in the class we found that some students accepted the encoded the message which was to value happiness and memories over material goods. Others in the class partially accepted and partially rejected the message. Then a few people completely rejected the encoded message and believed the video had other connotations and meanings.