Founded by Stuart Hall; British Predominantly on Radio and Television. Reception Theory gives power and influence to both, the Media Text creator and the audience.
Encoding (Creator): What is put into the Media Text, is what the creator wants it to have such as the camera angles/shots for producing a meaning.
Decoding (Audience): Is the audiences interpretation of the creators coding/meaning.
Reception Theory acknowledges that not everyone will not decode the same meaning.
Three Types of Readings: Dominant Reading: The audience sees exactly what the creator wants them to see.
Negotiated Reading: The audience mainly follows the Dominant Reading, apart from one issue of which is interpreted slightly differently due to possible influences e.g. Personal Life Experiences.
Oppositional Reading: The audience completely rejects the Dominant Reading.
