Audience reception theory
Published on Mar 16, 2016
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Audience reception theory
And how it applies to my product
Reception theory emphasises each particular viewer's reception or interpretation in making meaning from a media text
Photo by kevin dooley
Stuart Hall (left) was a very prominent figure in media reception theory. His approach was know as the encoding/decoding model of communication. This describes how a text isn't merely passively accepted by the audience. Instead, the viewer interprets the meanings of the text based on her or his individual cultural background and life experiences.
This can create 3 different readings of the text:
-Dominant reading (where the audience accepts the intended meaning of the text)
-Negotiated reading (where the message is partly rejected and party accepted)
-Oppositional reading (where the audience rejects the intended message)
Photo by garryknight
This relates to my work in many ways, as the specific props, costumes and settings that we use to create specific signs (semiotics) will invoke different responses with different individuals, giving the text many potential meanings. The intended meaning of our piece will likely only be picked up by certain viewers meaning it will fall under the column of "negotiated reading"
Photo by Neal.
For example, the graffiti tunnel that we are using for one of our scenes may be comforting for one viewer as it reminds them of where they grew up, whereas for another viewer it could make them feel uneasy
Photo by Todd Huffman
