Stuart Hall - Reception Theory 1973

-Suggested text were encoded by the producer of texts to contain meaning related to social and cultural background of the creator of the text. However, once the viewer of the text 'decoded' that text then the meaning intended by the producer may change.




Producer od text (intended meaning) - Dominant - Negotiated - oppositional (aberrant)




Dominant - audience reads text close to intended meaning




Negotiated - audience negotiates with themselves allow them to accept the way in which the text is presented




Oppositional - audience is in conflict with the text due to their beliefs and experience