Reception Theory (part 2)

Stuart Hall identified three types of audience decoding the media text:

1. Dominant
2. Negotiated
3. Oppositioned

DOMINANT

• Where the audience decodes the message as the producer wants them to do and broadly agrees with it.
• E.g Watching a political speech and agreeing with it.

NEGOTIATED

• Where the audience accepts, rejects or refines elements of the text in light of previously held views.
• E.g Neither agreeing or disagreeing with the political speech or being disinterested. 

OPPOSITINAL

• Where the dominant meaning recognised but rejected for cultural, political or ideological reasons.
• E.g Total rejection of the political speech and active opposition.

Reception Theory

The effects model and uses and gratification model both have there problems and limitations. this is why a man called Stuart Hall developed a different approach to audiences at birmingham university in the 1970's.
This then put into consideration into how texts were encoded by the producers and Decoded by audiences and how they were meant to be decoded by producers.

the theory suggests that when a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience. In some instances audiences will correctly decode the message and meaning however in other instances the audience will reject or fail to correctly decode the text.

Uses + Gratification model

It is unclear that there is any link between the consumption of violent media content and the violent imative behaviour sometimes displayed by individuals today.
It is clear that the theory if the effects model is flawed as the majority of cases can watch violent texts and appear not to be affected, it is just a minority that prove this theory to be true. Because the majority are not effected a new theory is needed.


USES AND GRATIFICATION MODEL.

This theory brings the idea that audiences use the text and are not used by it. The text is used for the audiences own gratification and pleasure.
 The theory suggests that the texts help the audience with issues such as:

• learning
• emotional satisfaction
• relaxation 
• issues with personal identity
• issues with aggression 

Jamie Thraves - Case Study

Jamie Thraves (born James Thraves, 1969) is a British film writer and director.

Jamie Thraves began making early short experimental films in 1989 at Hull University, having previously studied illustration .

below is examples of jamies work:

•  japanese popstar- song for lisa
• the low down 
• the cry of an owl 
• Coldplay - the scientist
• treacle jr

The Effects Model

sEffects model experiment:
A group of children watched a video where an adult attacked bobo doll,the children were then led into a room with toys which they wern't allowed t touch. After another room with the bobo dolls. 88% of the children imitated the violent behaviour previously sown to them by the adults.

The conclusion that everybody came to was that children imitate violent media content however there are many problems with this experiment.

The effects model is still domnant within the world politicians and some parts of the media : the contributing factors to this are the cases of :

Childs play 3 in the murder of james Bulger - 1993

the game manhunt in the murder of stefan pakeerah -2004

Clockwork orange in the rapes and attacks - 2010

the film 'severance' in the murder of simon everitt - 2009

Media Institution