Audience Negotiation (Stuart Hall, reception theory)

Audience Negotiation

What might affect how we interpret something?

- Prior knowledge (classifications, reviews)

- Their background (ethnicity, etc)

- Their Gender

- Age

- Sexuality 

- Past experiences 

- Family

- Location 

- Political view

Stuart Hall

 - Reception Theory - the ways in which the audience receive or interpret the media product

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.

Christmas

- Christian (religious) however people who aren't religious still celebrate the holiday

Local news

Anchorage

Preferred reading - frustration that Lavinia Woodward wasn't sentenced as harshly as she should because she was 'too intelligent' to be sentenced harsher

Smug facial expression in picture -

Gender Agenda

preferred reading - That the man is