Reception theory: blog tasks

 Part 1) Applying Reception theory to adverts

 1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?
  • The Hegemonic reading for the RBK advert was that 50 Cent is meant to be perceived as a role model. With the choice of the slogan "I am what I am"- he is presented as unapologetic as if he broke free from his environment, a success story. With the use of 50 Cent's stardom, and along with the use of he "street cred" and previous criminal background; some people could see how the produces are using all of this to try and relate to teenagers- mostly boys. Also because of the hyper-masculinity he protrudes , they use this to draw in younger , more impressionable teen boys.
  • The Negotiated reading for the RBK advert is that the consumer may understand the creators intentions however they also see the criminal endorsement and implications others may take from the use of 50 Cent's stardom.
  • The Counter- hegemonic reading consumers may take from the advert is that the creator is promoting criminal activity ad using the struggles of the black community as a tool to seem like a "cool" "hip" brand.


2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?

  • The Hegemonic reading for my chosen advert is that the animals in the ocean as well as the ocean itself is being polluted due to humans disregard for their waste products. The creators want us to feel remorse from our actions.
  • The Negotiated reading for my chosen advert is that they may understand the implications of their actions when it comes to the environment, however they don't necessarily go out of their way to prevent any harm they have on the environment and therefore the adverts guilt ridden message doesn't shake them.
  • The Counter-Hegemonic reading for my chosen advert is that the consumer may not care about the environment at all and do nothing to aid the environment. So the advert may not have an effect on them.


Part 2) Reception theory factsheet #218

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. There is an example of how to do this in the factsheet (the freediving YouTube video).
My media text of choice is the BTS music video " Danger" - https://www.youtube.com/watch?v=43r6lXilbcQ
  • Sender - Yongseok Choi , famous South Korean music video director and founder of South Korean-based video production company.
  • Message - A single that describes being in a relationship with someone who seems to only care about themselves.
  • Channel - Youtube and the internet , as well as other digital sharing platforms.
  • Receiver - Person who watches the music video.

2) What are the definitions of 'encoding' and 'decoding'?

 The definition of "encoding" means to construct a message using a shared code and language.
"Decoding" means that someone else can read it , who shares that cultural understanding and is able to "decode"  (understand) it.

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?

He criticised the model for it's linearity and it's lack of structured conception.

4) What was Hall's circuit of communication model?

It was Hall's encoding/decoding model of mass communication(1980), where the traditional SMCR model explained the context of mass communication.

5) What does the factsheet say about Hall's Reception theory?

It is one of his most recognisable ideas and therefore enacted his reasoning to believe that signs are polysemic.

6) Look at the final page. How does it suggest Reception theory could be criticised?

It suggests that not all audiences that consume media are able to differentiate hegemonic readings, I believe this is because not all media consumers have media literacy so therefore are not able to point out polysemic meanings and what is real or not.

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