AUDIENCE RESEARCH: RECEPTION THEORY

Reception theory focuses on the scope in textual analysis for 'negotiation' and 'opposition' on the part of the audience. This means that a text is not passively accepted by the audience but that the reader / viewer interprets the meanings of the texts based on their individual cultural background and life experiences. Stuart Hall’s encoding decoding model; dominant, negotiated and oppositional readings; why Hall says he studies culture instead of media specifically, and media hegemony.