Reception theory

The reception theory, developed by Stuart Hall (at Birmingham University 1970s), suggests there is no single meaning for any piece of media texts. The theory is based on the viewers interpretation of the text and how it can vary and be different to the text's preferred meaning; the intended message the creator attempts to convey to the audience, depending on multiple variables of a single viewer: Age, gender, social status and social context. These variables embodied by the viewer potentially influences the meaning they interpret from a piece of media text. In some cases the viewer will correctly decode the encoded message or meaning and understand what the creator is trying to convey. However equally the viewer may reject the message or fail to correctly understand it. These three identified readings of text are known as: Dominant/Preferred (Audience successfully interprets the message as intended by the creator/ agrees with creators views), Negotiated (Audience refines or rejects specific components of the text, usually depending on beliefs and views they hold/ neither agrees or disagrees with the overall message)  and oppositional (When the dominant message is recognised and rejected on personal beliefs or the message is mis-interpreted). An example of this is Bruce Springsteen - Born in the USA's dominant message is stating that USA is corrupt and opposes to the Vietnam war and its causes on society after (referring to veterans of the war and how they are treated wrongly). However this song was widely regarded as a patriotic song and used to promote people of power that were pro-vietnam, highlighting the oppositional message interpreted by the audience.