Reception theory states that media texts are encoded by the producer- they are loaded with values and messages however, the text is then decoded by spectators. However, different spectators will decode the text in different ways, perhaps not in the way the producer intended. Stuart Hall identifies the three types of audience readings of the text:
- Dominant or preferred - how the producer wants the audience to view the media text, watching a political speech and agreeing with it.
- Negotiated - a compromised between the dominant and oppositional readings, where the audience producers part of the writers views, but has there own views on parts aswell.
- Oppositional - when the audience rejects the preferred reading and creates there own meaning for the text
Lots of factors could affect whether we take to dominant negotiated or oppositional reading.
- life experience
- mood at the time of viewing
- age
- culture
- belief
- gender
The Audience could take a different perception to the film because if a there is a romance film gender will effect the perspective seen because most of the male audience will take the view of the male and most female viewers will take the view of the female within the film, this is because the same gender will be able to relate to the characters feelings and emotions. Mood at the time of viewing will also effect the way it is seen. If a viewer is very angry they will not be see the love as much as someone who is happy and relaxed will see the film. Life experience will determine how the film is seen in a way where the audience learn and see through the characters perspective how to deal with real life situations this is because they make it as realistic as possible through actors setting and narrative.
