Overview

• Reception Theory is a version of reader response literary theory that emphasizes each reader's reception or interpretation in the understanding of the text.
• The concept originated with theorist Stuart Hall, and it's part of the field of audience research in media studies.

Basic Tenets

• This theory is built on the idea that the audience is not a passive recipient of mass communication, but an active interpreter.
• Reception theory indicates that the media text—the program, website, book, etc.—does not have a single meaning, but several, that depend on the readers or viewers.

Encoded and Decoded Messages

• Stuart Hall proposed that media messages are encoded by the producers and then decoded by the audience, and this decoding can lead to three types of reading.
• The 'Dominant (or hegemonic) reading' is when the audience fully shares the code and accepts and reproduces the preferred reading.
• A 'Negotiated reading' is when the audience partially shares the code and broadly accepts the preferred reading, but modifies it in a way which reflects their own position, experiences and interests.
• The 'Oppositional (or counter-hegemonic) reading' is when the audience understands the preferred reading but does not share the text's codes and rejects this reading, bringing to bear an alternative frame of reference.

Context and the Reader

• Reception Theory suggests that the context in which the media text is read or viewed will impact the interpretation.
• Factors such as a person's gender, ethnicity, cultural background, and personal experiences can all play a significant role in how the media text is decoded and understood.

Criticism

• Critics of Reception Theory suggest that it can be overly complex and subjective, and as such it can be difficult to draw clear, universal conclusions from this theory.
• The focus on individual interpretation can lead to a neglect of broader societal and cultural influences on interpretation.

Implications

• Understanding Reception Theory is crucial when evaluating the role and impact of media in society, as it acknowledges the audience's role in meaning creation.
• It underscores the importance of considering demographics and cultural diversity when creating and evaluating media content.

Relevance to Evolving Media Landscape

• The principle of Reception Theory—that interpretation and meaning creation lies in the hands of the audience—is increasingly relevant in contemporary, interactive media landscapes.
• The theory can be applied to newer media forms, such as social media and video games, to explore how users might decode these texts in different ways.