Stuart Hall developed the reception theory as he discovered for himself that both the gratification model and the effects model were vague. He analysed how media texts were encoded by the producers as they would be the one to producer the actual intentional meaning of the text or the messages the produce wanted to be conveyed. The may then be decoded and the audience will come to understanding of what is being portrayed. The audience can interpret the messages, which may not be what the producer is attempting to portray. One example that I can give for misinterpretation is the song 'Born in the USA' by Bruce Springsteen. The song was about how life in the USA isn't so pleasant, as people get hurt and it is very hard have a good life there. People didn't pay much attention to the lyrics of the whole song but only toward the chorus they did which was "Born in the USA", so when people listened to it they believe it was something pleasant and they should feel joyful when listening to it. There people who decoded the messages that producers to trying to portray and understood them.
There are three ways that media text can be understood or decoded by audience these are:
Dominant; this is where the audience would decode the messages as the producer wants to do and would broadly agree with it.
Negotiated; the audience may accept reject or refine the elements of the media text. They wouldn't agree or disagree or they may not be interested in the messages be portrayed.
Oppositional; this is where the dominant meaning is recognised but is reject because of cultural, political or ideological reasons.
Producers= dominant or preferred
Encodes= negotiation
Meanings= oppositional
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