Reception theory

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Dominant:  The dominant reading for this advert is that Reebok is saying that even if you have made bad choices in the past, somebody can always come back and redeem themselves. This adds a layer of authenticity to the advert. 

Negotiated:  The negotiated reading would be that Reebok is signifying 50 cent as somebody who is tough, been through a lot and a criminal. This is scene by the way he is wearing his cap and chain, with also the light shining on his scar. On the other hand, they are also bringing in an influx of audience as they had used a famous person (maybe younger audience) who would now want to buy the product.

Oppositional:  Reebok are associating themselves with criminals and criminals such as 50 cent. "I am what I am" is saying that being a criminal is okay, and reebok as a brand is for criminals.




Dominant:  The dominant reading for this advert is that Nike is saying that wearing their boots will transform you into a world class player who has "explosive speed" 

Negotiated:  The negotiated reading is that this advert may be satirical of exaggerated due to the flames on his feet, on the other hand it may be accurate since they used Neymar, a famous world class player as their figure head which proves how good their product is 

Oppositional:  The oppositional reading for this advert may be that this product is inaccurate and lying, since it is impossible for your feet to produce flames 


Activity 1:

I will apply SMCR to the YouTube channel named beta squad: 

Sender: The sender are the members of the YouTube channel. E.g Chunkz Niko Kenny Aj Sharky


Message: The message are 20 minute videos which provide entertainment and laughter 

Channel: A YouTube channel named Beta Squad


Receiver: Us, the audience 


2) What are the definitions of 'encoding' and 'decoding'?


Encoding: 

Encoding is sharing a message with a set code or language 

Decoding: This is when you decode the set message with your knowledge and extract the message 

Why did Stuart Hall criticise the sender-message-channel-receiver model?

3: Stuart hall felt a problem with the SMCR process because he believed that the message didn’t have to have a set meaning and SMCR is limiting 

4) What was Hall's circuit of communication model?

4: Halls circuit of communication was Production, circulation, distribution and reproduction 

5) What does the factsheet say about Hall's Reception theory?

5: A persons individual interpretation of a media text can be influenced by their conceptual map

6) Look at the final page. How does it suggest Reception theory could be criticised?

 

6: People have pointed out that people do not always understand or agree with the hegemonic or dominant reading which suggests that reception theory could be criticised 

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