Reception Theory- This essentially views Audiences as Individuals- receiving and decoding messages on a personal, invidual level choosing to either to accept the message ( preferred reading), reject the message (oppositional reading) or select which bits they agree with (negotiated reading). Audiences are active as the textual mrsning is open to interpretation before Audiences participate in the process. Hall argues that texts are encoded for this 'preferred' meaning, with signs and codes, but that ultimately they are decoded first.
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