Reception Theory

 RECEPTION THEORY

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

 The negotiated reading in this 50 Cent advert would be people applying what they see from the advert to everyday life and might think that the company is praising 50 Cent for being a convicted criminal. The oppositional readings could be the different points of views people would have towards this advert E.G. good and bad. 

→What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?

The negotiated readings for this advert would be people thinking that a big mac is considered healthy due to the fact it is being advertised as a sandwich instead of a burger as people associated burgers with being unhealthy. The oppositional views would be when the consumers still believe that a big mac is a hamburger and shouldn't be advertised as something it is not, to try and trick consumers.


→DEFINITIONS

→Encoding: the process of reducing the size of video files and streams as well as converting them into different formats for distribution.

→Decoding: how an audience member is able to understand, and interpret the message.


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

for its lack of structured conception of various moments as a complex structure of relations.


→What was Hall's circuit of communication model?

Hall suggests a four-stage theory of communication, this process is produced through the articulation of distinctive moments: production, circulation, distribution, consumption, reproduction.


→How does it suggest Reception theory could be criticised?

cannot provide a more or less coherent framework for doing criticism than the older, supposedly objective form.


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