Audience Negotiation (Stuart Hall, Reception Theory)

Audience Negotiation 

Adidas Advert:

• The woman doesn't have the 'expected' shaved legs
• As a result, she received death and rape threats
• Men threaten it as a way of demonstrate power - because she demonstrated individualism and found a way of expressing herself through a different medium they want to continue berating her into conformity

Money Supermarket Advert:

• Men wearing conventionally feminine clothing
• Notably shorts and high heels
• Doesn't fit into stereotypical gender roles

Theorist - Stuart Hall § Reception

Reception Theory

Preferred reading

- The 'right' reading of a text, which can be enforced by positioning 

- This concept has to be appropriated carefully: often texts initially have multiple meanings/readings

Dominant reading

The audience agrees with the dominant values in the text, and agrees with the values and ideology of the text. 

Oppositional Reading 

The audience completely disagrees with the values and ideologies

Negotiated Reading

The audience generally agrees with what they see, but they may disagree with certain aspects. 

The Coke Advert

Dominant reading - That Coke is a high class beverage that is a relaxing accessory to improve your day. 

Oppositional reading - Coke is a instigator of laziness

Negotiated reading - It's something to consume on a relaxing day

Claudia Sings

Dominant reading - The audience feels sympathy towards the people of Africa

Oppositional