reception theory

 1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?

preferred - rags to riches story 

negotiated - only those who have a similar story to 50 cent can wear reebok

oppositional - Promoting Criminality

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 - Adidas are at the peak of football performance 

negotiated - Adidas boots are expensive 

opposed - the boot has no role in making the best players great 

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 is the process of converting information into a specific format for transmission, storage, or processing, while decoding is the reverse process of converting that encoded information back into its original or understandable form.

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?

This model is often described as ‘linear’. It focuses on the stages of a ‘process’ but doesn’t tell us much about the complexity of the

message or what the receiver does with the message when they

receive it and is seen as being rather simple.

4) What was Hall's circuit of communication model?

a encoding/decoding model that views communication not as a linear sender-receiver process, but as a continuous circuit of five linked, autonomous, and interdependent "moments": production, circulation, distribution, consumption, and (cultural) reproduction

5) What does the factsheet say about Hall's Reception theory?

6) Look at the final page. How does it suggest Reception theory could be criticised?

Some people have pointed out that Hall’s model assumes that

everyone is able to recognise the dominant or hegemonic

reading. We don’t know for certain whether this is always

the case.