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Flashcards in Mass Media Models (Reception Theory) Deck (5)
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1
Q

Who developed the reception theory?

A

Stuart Hall (1960s).

2
Q

What does the reception theory focus on?

A

The ability of the audience to “negotiate” or “oppose” the message in a text.

  • People interpret texts differently based on their social backgrounds.
3
Q

What are the 3 positions a reader might take to a text?

A

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.

4
Q

What does Morley suggest about peoples social background influencing their response to a text?

A

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).
5
Q

What sociological background is Stuart Hall?

A

Marxist (neo) =

  • if hegemony was successful, we would all exhibit a dominant response.