The News Industry - classwork

Stuart Hall: Media Audience and Representation

Reception Theory -  a group of theories have emerged around reception, which focuses on the conditions in which audience "read" media texts, and how this contrasts with the intended meaning of the producer of the text.

Encoding - how women are put into media product such as a page 3 girl is desirable.


Decoding -  the meaning that is put of media for example she might be attractive, she is fake/plastic, this makes one insecure.

Polysemy - there a re arrange of potential meanings some may agree that we are all polysomic.
 

Reception Theory:

A dominant or preferred position is when the audience takes the full preferred meaning offered by the text, and the ideological assumptions behind the messages.

A negotiated position is when there is a mixture of adaptation and opposition to the dominant codes.  So the audience negotiates the meaning to fit with their “lived experience.”

An oppositional position is when the preferred reading is understood but opposed or re-drawn drawing on alternative values and attitudes. The ideological assumptions are rejected.