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.