Reception theory

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

Preferred is that people that wear reebok are hardworking and can get through anything, negotiated reading is that it represents people that came through poor areas and hard upbringings, oppositional is it represents crime.

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 preferred reading of Nike might highlight the brand's association with athletic excellence, innovation, and empowerment. It suggests that Nike promotes a healthy lifestyle and inspires individuals to achieve their personal best through sports and fitness.

Negotiated Reading: A negotiated reading could recognize the positive aspects of Nike while also acknowledging criticisms, such as labor practices and environmental concerns. Viewers might appreciate the brand's contributions to sports culture but also be aware of the controversies surrounding its production methods and corporate ethics.

Oppositional Reading: An oppositional reading might critique Nike for its commercialization of sports and the potential exploitation of workers in developing countries. It could argue that the brand perpetuates consumerism and unrealistic beauty standards, undermining the values of sportsmanship and community.

1) Complete Activity 1 on page 2 of the factsheet. Choose a media text you have enjoyed and apply the sender-message-channel-receiver model to the text.

Sender :The directors 

Message :Movie

Channel :Netflix

Receiver: person who watches movie

2) Encoding refers to the process by which the creator of a media text conveys messages and meanings through symbols, language, and images. It involves the intention behind the message and how it is structured to communicate specific ideas. Decoding, on the other hand, is the process by which the audience interprets or makes sense of the media text. This interpretation can vary based on the viewer's experiences, beliefs, and cultural context.

3) Stuart Hall criticized the sender-message-channel-receiver model because it oversimplified communication. He argued that this model treated communication as a linear process, ignoring the complexity of how messages can be interpreted differently by various audiences. Hall emphasized that meaning is not fixed and can change based on cultural and social contexts.

4) Hall's circuit of communication model proposed a more dynamic understanding of communication. It includes four key components: the production of the message (encoding), the text itself, the audience interpretation (decoding), and the context in which the message is received. This model highlights the interaction between these elements and recognizes that meaning is constructed in the process of communication.

5) Hall's Reception Theory suggests that audiences actively engage with media texts and are not passive recipients. It emphasizes that viewers bring their own interpretations to media, influenced by their social and cultural backgrounds. This theory acknowledges that different audiences can derive different meanings from the same text.

6) The final page suggests that Reception Theory could be criticized for potentially overemphasizing the audience's role in interpreting media. Some critics argue that it may downplay the influence of the creators and the production context on the meaning of a text. Additionally, it might not account for the power dynamics and cultural inequalities that affect how messages are received.