Reception theory looks at the understanding how media texts are read by audiences. An important concept of reception theory is that the media text, has no singular meaning. Instead, meaning is created as the viewer watches the film. Reception theory argues that contextual factors, influences the way we respond to a media text. Contextual factors include elements of the viewer's identity as well as circumstances of where the media text is viewed, the spectator's preconceived notions concerning the film or television program's genre and production, and even broad social, historical, and political issues.