Audiences receive and respond to texts very differently, the different effects generate varied responses.
It is a way to categorise and group together different audience (consumer) interpretations.
Audience reception=way we react
Stuart Hall 1973
Producers encode meaning/ideology into texts, which audiences decode
Audiences are active in their interpretations and can accept/reject the producers message.
Encode:meaning, ideology
Decode;understand, interpret
Texts can be decoded by body language to understand emotions/ relationships
They have multiple meanings and can be decoded in various ways. the messengers can mean something different to different people
Preferred reading- audiences agree and accept what the producers are encoding.
Negotiated reading- audiences partially agree with the decoded messages.
Oppositional reading- audiences reject/disagree or decode the text differently.
Developed by David Morley
Managers encode artists with specific ideology this is ultimately to increase financial gain.
Target audience will always have a preferred reading. They accept all messages and decode the text in the way it was intended.
usually the secondary audience will decode a negotiated reading.
Parents/audience who hate the music genre will have an oppositional reading.
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