Reception theory (Stuart Hall, 1980). Audience response. Reception theory (Stuart Hall, 1980). Reception theory states that media texts are encoded by the producer- they are loaded with values and messages.
According to Hall, audience members adopt one of the following three positions when they decode the text:
Lots of factors could affect whether we take the dominant, oppositional or negotiated reading.
… take the dominant position: clear messages in your video; audience member is same age/ culture; your video is relevant to modern society; your video has an easy to follow narrative; your video deals with themes that are relevant to your audience; audience member likes this style of music
… take an oppositional position: your video has difficult or controversial themes; audience member disagrees with the messages in your video; audience member dislikes this style of music; your video has a complex narrative structure; your video does not deal with themes in modern society; your video references a previous era; audience member has different beliefs; audience member is of a different age/ from a different culture.
… take a negotiated position: a combination of some of the above e.g. audience member likes this style of music, is of the same age as you and understands some of the messages, but the narrative is complex and this inhibits full understanding