Reception Theory
Reception theory is based on the idea that no text has one single meaning rather the meaning is produced as a result of interaction between the audience and the text. Reception theorists suggest factors such as gender, social status, and social context are every important when we construct a meaning for a text. In 1980 David Morley undertook a study based on different peoples reception of the television programme nationwide. He discovered 3 main types of reading:
Dominant (hegemonic) reading- reader shares the programmes code and accepts the preferred reading.
Negotiated Reading- the reader partly shares the programmes code but modifies it in a way which reflects their position and interests.
Oppositional reading- the reader does not share the programmes code and rejects the preferred reading bringing to bear an alternative frame of interpretation.
Dominant (hegemonic) reading- reader shares the programmes code and accepts the preferred reading.
Negotiated Reading- the reader partly shares the programmes code but modifies it in a way which reflects their position and interests.
Oppositional reading- the reader does not share the programmes code and rejects the preferred reading bringing to bear an alternative frame of interpretation.
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