Audience Theory

Blumer and Katz Uses and Gratifications Theory

 

The Hypodermic Needle Theory

Stuart Hall Reception Theory

Stuart hall audience theory from Enea Luciano

Here is a video which included Stuart Hall presenting his representation theory further;

Semiotics (Encoding - denotation and Decoding - connotation)

Decoding is our interpretation
Encoding is the source that the media is within i.e. newspapers etc.

Media texts are encoded by the producer. These texts are full of ideologies values and messages. The text is decoded by an audience and they respond to the text in the same way. In some cases not how the producer intended.
Lady Gaga dress – management encoded a message to the audience by a statement (the dress) this is called a preferred reading. The audience decode it differently therefore when it is not understood this is when conflict can begin, the message is ineffective.

Hall identified 3 different types of audience readings or decoding of the text

·       Dominant or preferred – agreed, products is doing what it’s doing.

·       Negotiated – agree with some of it but not all of it. It is a compromise between dominant and oppositional.

·       Oppositional – don’t agree with it at all.

How can our understanding be determined? These are the factors whether we take the dominant, oppositional or negotiated reading.

·       Life experience – older and wiser?

·       Mood at the time of viewing – If upset, mad or angry there won’t be as good of a connection between the audience and the viewer like usual.

·       Age – Relatable subject due to age i.e. television programmes

·       Culture – Cultures have different opinions on things

·       Beliefs - certain beliefs, i.e. religion etc. More open or closed mind upon a subject.

·       Gender – Perceives things differently

In lessons, we looked at a video called 'Smack my B**ch up'. One of the most controversial music videos of all time. I then asked about the opinions of everyone in the class to write a statement for the dominant, negotiated and opposition.