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Representation Theory
- An active audience theory which sees the audience being
engaged actively in the interpretation of media texts rather
than passive customers. The idea is that individuals interpret
messages in different ways due to their background or social
upbringing.
- Demonstrating how when one message is sen out that not
one understanding is received.
- For example (the image of) Abbey Clancy her dress she is
wearing extremely revealing but individuals
may interpret this look in a different way. i.e
some may view her as pretty whereas some may
view her being an attention seeker
- Demonstrating how when one message is sen out that not
one understanding is received.
- Study of Semiotics
- Stuart Hall claimed that media texts go through phrases of encoding
and decoding by the producer, that the texts contain different
ideologies of the people who made the text
- Decoding is where an audience views the text and interprets their own ideologies into
the text. In cases the audience will not response how the producer intended them to
respond
- Decoding is where an audience views the text and interprets their own ideologies into
the text. In cases the audience will not response how the producer intended them to
respond
- Stuart Hall claimed that media texts go through phrases of encoding
and decoding by the producer, that the texts contain different
ideologies of the people who made the text
- Encoding and Decoding
- When a producer creates a text it is encoded with a
meaning or a message that they want to portray to the
mass audience ( a large audience i.e family) also known as
preferred reading
- Stuart Hall identified three types of audience readings of the text
- Dominant Reading
- When the audience decodes a message as the
producer wants them to do and broadly agrees with
it e.g watching a political speech and agreeing with
it
- When the audience decodes a message as the
producer wants them to do and broadly agrees with
it e.g watching a political speech and agreeing with
it
- Negotiated reading
- Where the audience accepts, rejects or refines elements of
text in the light of previously held news e.g either agreeing or
disagreeing with a political text or just not interested in it
- Where the audience accepts, rejects or refines elements of
text in the light of previously held news e.g either agreeing or
disagreeing with a political text or just not interested in it
- Oppositional reading
- When the dominant meaning is recognised but rejected for
cultural, political and ideological reasons
- When the dominant meaning is recognised but rejected for
cultural, political and ideological reasons
- Dominant Reading
- Stuart Hall identified three types of audience readings of the text
- When a producer creates a text it is encoded with a
meaning or a message that they want to portray to the
mass audience ( a large audience i.e family) also known as
preferred reading
- Factors which effect how we view text
- Life experience
- Mood at the time of viewing
- Age
- Culture
- Beliefs
- Gender
- Life experience
Media attachments
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