Key Theory 17 - Stuart Hall - Reception Theory

Key Theory 17 - Stuart Hall - Reception Theory

 Preferred Reading:
The 'right' reading of a text, which can be enforced by positioning.
This concept has to be approached carefully: often texts intentionally have multiple meanings/readings, and of course, as we have discovered, audiences can potentially get whatever they want out of any media text.

Hall categorised audience response into three separate groups.
These groups can help us to understand whether or not an audience sticks to the preferred reading, or if they decide to make their own decisions as to how to decode a text.

Dominant Reading:
The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.

Negotiated Reading:
The audience generally agrees with what they see, but they may disagree with certain aspects.

Oppositional Reading:
The audience completely disagrees with what they see, and rejects the dominant reading.

Nike Advert:

Dominant reading: If your wear nike and have a huge dream then you can achieve it if you put the effort in. Nike can help you achieve this.

Negotiated reading: Some people would agree that you have to work hard to achieve your dreams but they would think that it is also unrealistic to promote the idea that if you try hard you can do anything you want. They are only pushing you to be your best to sell products.

Oppositional reading: Not everybody has the ability to go as far as nike is pushing them.



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