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Reception theory

 

 

 1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?

Preferred reading: Reebok allows them to stand out as unique and distinctive, which is the favoured interpretation of the RBK 50 Cent advertisement. When things improve in their lives, they could have a feeling of accomplishment and success. Given that the brand is intended for all, this may also imply how special each individual is and well-known as he is the face of the advertisement.  

Negotiated reading: Given that Reebok is a sports company and that no of its apparel is on display, some viewers of this advertisement may be a little perplexed. They may believe that Reebok is promoting 50 cent rather than Reebok, and that this is an advertisement for the music industry rather than for sports.
 
Oppositional readings: Given that it's an advertisement for Reebok, the usage of the bulletproof vest may allude to gun violence and the company's promotion of it. The rapper's use may also encourage violence, as might the depiction of the o being coloured in, which may stand in for any gun wounds that 50 Cent may have already sustained.

 

 
2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?

 
Preferred reading: The usage of Usain Bolt makes it obvious that Virgin Media is trying to convey that its broad band is the fastest available, just like Usian Bolt, and that it is the best broadband available, as seen in the image. 
 
Negotiated reading:  
 
Oppositional reading:



Part 2) Reception theory fact sheet 

1) Complete Activity 1 on page 2 of the fact sheet. Choose a media text you have enjoyed and apply the sender-message-channel-receiver model to the text. There is an example of how to do this in the fact sheet (the free diving YouTube video).


1. A SENDER-  The artist Polo G 

2. A MESSAGE-   4.26 minute video The lyrics used which tells a story

3. A CHANNEL- YouTube Polo G YouTube channel  
and the internet itself

4. A RECEIVER- The person who listens to the song 


2) What are the definitions of 'encoding' and 'decoding'?

Encoding simply means constructing a message using a shared
code and language.

Decoding is when Someone else can then read it who shares
that cultural understanding and is able to decode it. 

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?

He believed in a fixed meaning which the sender and the and the reader takes in the information. Stuart hall criticise is it because of its lack of structurer.

4) What was Hall's circuit of communication model?

Hall's approach emphasises the concept that communication is a dynamic interaction that is impacted by the audience's decoding process, the sender's encoding decisions, and the larger cultural environment in which it takes place. The fields of media studies, cultural studies, and communication studies have all benefited from this model.

5) What does the fact sheet say about Hall's Reception theory?

Reception theory is a core part of Hall’s work because he believed
that media products as complex signs are polemics, meaning
they have multiple meanings depending on the background and
experiences of the person consuming the text. People do not
therefore experience them in identical ways. Elsewhere in Hall’s
work on representations, he describes a person’s individual
interpretation of a media text as being influenced by their
conceptual map, their ‘world view’.

6) Look at the final page. How does it suggest Reception theory could be criticised?

Some people have pointed out that Hall’s model assumes that
everyone is able to recognise the dominant or hegemonic
reading. We don’t know for certain whether this is always
the case.

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