Who developed the reception theory?
Stuart Hall (1960s).
What does the reception theory focus on?
The ability of the audience to “negotiate” or “oppose” the message in a text.
- People interpret texts differently based on their social backgrounds.
What are the 3 positions a reader might take to a text?
1). Dominant (hegemonic) reading =
the reader fully shares the texts codes and accepts the preferred reading.
2). Negotiated =
may question the text, but broadly accepts the preferred reading.
3). Oppositional =
the reader understand the preferred reading, but rejects it, bringing an alternative frame of reference.
What does Morley suggest about peoples social background influencing their response to a text?
Depending on the individuals subculture =
- they may not be consistent in their interpretation.
- however, these subcultural views don’t predict the individuals response (it’s not an automated response to a given text).
What sociological background is Stuart Hall?
Marxist (neo) =
- if hegemony was successful, we would all exhibit a dominant response.