- Encode meaning- the meaning the producer of the text (you) puts in.
- Decode meaning:
- Preferred meaning (reading of text)-what the author intended.
- Negotiated meaning (reading of text)- a mix preferred and oppositional.
- Oppositional meaning (reading of text) - the viewer puts his/her own interpretation to the text.
3. Cultivation Theory- Long term effects of watching television - believe social reality portrayed on television.
Audience Reception Theory describes how audiences respond to certain texts. Each audience member will react to texts differently based on their age, cultural experiences, gender, sexual orientation, etc. A section of this theory is the 'Encoding Decoding Theory'. This theory, created by Stuart Hall, suggests that a text is 'encoded' with meaning by the producer, which is then 'decoded' by the audience. Texts can have multiple meaning that were encoded by the producer and different people can decode these messages in different ways.
Stuart Halls theory is about produces encoding meaning/ideology into text, which the audience decode. Decoding can result in the audience to look at the preferred meaning, negotiated meaning and the opposite meaning, which they put their own interpretation to the text. This was David Morley theory in the way the audience responds to text. In addition text can be decoded through body language, to understand emotions and relationships.
Audience Reception Theory describes how audiences respond to certain texts. Each audience member will react to texts differently based on their age, cultural experiences, gender, sexual orientation, etc. A section of this theory is the 'Encoding Decoding Theory'. This theory, created by Stuart Hall, suggests that a text is 'encoded' with meaning by the producer, which is then 'decoded' by the audience. Texts can have multiple meaning that were encoded by the producer and different people can decode these messages in different ways.
Stuart Halls theory is about produces encoding meaning/ideology into text, which the audience decode. Decoding can result in the audience to look at the preferred meaning, negotiated meaning and the opposite meaning, which they put their own interpretation to the text. This was David Morley theory in the way the audience responds to text. In addition text can be decoded through body language, to understand emotions and relationships.
An example of where three different interpretations can be used is in the "Batman v Superman" trailer. The intended message is that they both fight to save innocent people. The negotiated meaning is that they both fight for what they believe in. The oppositional meaning is that one has gone rogue and the other is trying to contain the other one.
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