Audience Theories
Reception Theory: Stuart Hall created the Theory of Reception which asserts that media texts are encoded by a producer - a producer is someone who plans and creates a products for a specific target audience and then sells it to that audience, it is possible that the product can be a physical object or a media text (such as a book or a movie) - the encoded message is then given to the audience, who then decode it. There are three ways the audience can decode the message: Preferred - this is where the audience agrees with what the producer wants the audience to believe. This position is normally taken if the message from the producer is clear and respectable. In an debate, it is common that the majority of the audience will side with the 'producer' that has a reliable and trustworthy argument rather than taking an oppositional stand-point. Oppositional - this is where the audience rejects the message that the producer is trying to convey. This normally occurs if the messag...
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