The audience agree with the messages and ideology that the producer has. Production, circulation, use consumption and reproduction. His essay encoding and decoding television discourse focuses on the encoding and decoding of the content given to the audience no matter the form of media such as magazinespapers, televisionradios, games. In american pop culture to represent means to carry the name of a certain area or group. Apr 20, 2014 this is the fourth in the series of audience theory this looks at stuart halls reception theory.
The cultural theorist, stuart hall, explored how people make sense of media texts. Jun 05, 2015 stuart hall s preferred reading theory stuart hall proposed the idea that as an audience we must decode messages that the media have encoded us to hear and see. Hall believes mass media maintain the dominance of those alrea hall believed that the great powers in the us dominant main jamaican born, lived and worked in the uk 1951. Stuart mcphail hall fba 3 february 1932 10 february 2014 was a jamaicanborn british marxist sociologist, cultural theorist and political activist. Hall suggests, meaning is given to images that are depicted, and as a use of worldwide communication can change the way people, places and events are presented. Audience reception theory hegemony hegemony according to hall, describes the subtle sway of societys haves over its have nots. Using the important contribution of stuart halls encoding decoding model as a starting point, i advocate a perspective in which audience reception is seen as structured by. Audiences and reception theory by julie martin stuart halls. A masterful orator, hall energized the audience in illinois, a group of thinkers and writers from around the world who had gathered for a summer institute devoted to parsing marxist approaches to. Pdf understanding stuart halls encodingdecoding model. Mainly anchored on gramscis concept of hegemony and stuart hall s encodingdecoding theory, the researcher conducted a reception analysis through.
Reception analysis takes a closer look at what is actually going on when an audience encounters a media text. In contrast to theories that understand the audience as passive, simply absorbing the meanings and messages embedded in a text, reception theorists argue that meaning emerges processually in the interaction between the text and the socially situated audience. Sage business cases real world cases at your fingertips. People who make media products put ideas in their texts which they expect audiences to understand. The spectacle of the other stuart hall contents 1 introduction 225 1. David morley is a sociologist who studies the sociology of the television audience. Stuart halls contribution to critical theory and to the study of politics, culture, media, race, diaspora and postcolonialism has been fundamental, hence his thought is difficult to summarise. Audiences and interpretations1 lse research online. Jun 15, 2017 this work was based on stuart halls encodingdecoding model of the relationship between text and audience the text is encoded by the producer, and decoded by the reader, and there may be major differences between two different readings of the same code. May 03, 2017 stuart hall was a proponent of the reception theory davis, 2004 and his ideas were an improvement of the original theory. Stuart hall developed reception theory, popularly known as audience theory or readers reception theory, in 1973. For example, people can represent their neighborhood, sports team, or music group by shouting out, or wearing the right colors, teeshirts, stickers, and so on.
Some early thoughts reception theory is a version of reader response literary theory that emphasizes the readers reception of a literary text. Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. Much of the research to date has been concerned with three central foci. The mcdonalds advert on the right is a perfect example of reception theory. Similarly, readerresponse criticism also refers to a general shift in attention from the. Dec 15, 2017 this lesson explores the fundamentals of stuart hall s reception theory, as covered in the eduqas alevel specification. What is stuart halls reception theory in regards to. Stuart hall arguing that researchers should direct their attention toward 1 analysis of the social and political context in which content is produced encoding, and.
Audience reception research now comprises a substantial, but increasingly disunified, field of investigation. Using the important contribution of stuart hall s encoding decoding model as a starting point, i advocate a perspective in which audience reception is seen as structured by textual as well as by psychosocial factors. In literature, it originated from the work of hansrobert jauss in the late 1960s. Cultural theorist stuart hall breaks down and interrogates the role of representation in images, and discusses cultures central role in representation. The producer encodes messages and values into their media which are then decoded by the audience. Sep 14, 2017 cultural theorist stuart hall breaks down and interrogates the role of representation in images, and discusses cultures central role in representation. Audience response theory audience appeal gcse media. Encodingdecoding model as discussed we generally dont sit in front of the tv, play video games, watch movies and then copy exactly what weve seen we wont let us lower our moral standards and we may not even let it contribute to our outlook of the world at all. Transnational audience reception as a theater of struggle. His approach, called the encodingdecoding model of communication, is a form of textual analysis that focuses on the scope of negotiation and opposition by the au dience. Halls ideas about mass media and domin jamaican born, lived and worked in the uk 1951. Note that hall has two theories which are to be understood and applied in this specification.
Three approaches to media reception and audience reception. Mar 25, 2010 an active audience theory is developed by stuart hall, and it is used to examine the relationship between a media text and its audiences. Hall was concerned by just how powerful the media is and believed that the media can effectively dictate what should be issues of public concern and interest through audience positioning. The application of stuart halls audience reception theory. The traditional communication theory took the audience for granted.
A short presentation on stuart halls encodingdecoding theory a short presentation on althusserian theory and neogramscian cultural studies. Encoding decoding by stuart hall free download as powerpoint presentation. The stuart hall theory 1980 is a active audience theory which sees the audience as being actively engaged in the interpretation of media texts, rather than passive consumers people that readwatchlisten to something and just let it wash over them and dont follow up or create discussion on what they have seen. Clearly, what we have labelled in the diagram below meaning structures 1. A quick introduction to stuart hall s audience theory of encodingdecoding.
By treating breaking bad as a cultural artifact moving across what hall defines. Newspaper front pages are used to define the theory, so this would be particularly useful for the wjec media gcse exam. This theory was put forward by professor stuart hall in the television discourse encodingdecoding in 1974, with later research by david morley and. A basic outline of stuart hall s reception audience theory for use with eduqas exam board. Another semeiologist, roland barthes, explains that cultural signs, symbols, and images can have both denotative and connotative functions.
Stuart hall was a proponent of the reception theory davis, 2004 and his ideas were an improvement of the original theory. Reception studies audience centered theory that focuses on how various types of audience members make sense of specific forms of content sometimes referred to as reception analysis. In the past time, most theorists about the interpretation of mass media messages simply treat audiences as passive sponges, who just absorb the content of television and other media. A brief note by nasrullah mambrol on november 2, 2016 0. Theory looks at how people use the media to gratify a range of needs including the need for information, personal identity, integration, social interaction and entertainment. Base and superstructure in marxist cultural theory 15 raymond williams 3. Stuart halls reception theory explained media studies.
Stuart hall s representation theory please do not confuse with reception is that there is not a true representation of people or events in a text, but there are lots of ways these can be represented. This process is produced through the articulation of distinctive moments. Stuart hall has 98 books on goodreads with 10955 ratings. A critical introduction 1984, reception theory refers throughout to a general shift in concern from the author and the work to the text and the reader. Stuart hall reception theory not to be confused with his representation theory. In literary studies, reception theory originated from the work of hansrobert jauss in the late 1960s. Fourstage communication model in his essay hall proposed four stage theory of communication in which he identified the following stages. Cultural theory genealogies, orientations and territories david oswell xxi volume i. The work of representation stuart hall 1 representation, meaning and language in this chapter we will be concentrating on one of the key processes in the cultural circuit see du gay et al. Durham and kellner explain that the encodingdecoding theory ventures from previous theories that operated on a much linear framework. So, producers try to fix a meaning or way of understanding people or events in their texts.
He investigated the role of audience positioning in the interpretation mass media texts by social groups. Audience reception theory can be traced back to work done by british sociologist stuart hall and his communication model first revealed in an essay titled encodingdecoding. Stuart hall reception audience theory media teaching. These are some of the questions that come to mind when considering the. Stuart hall encoding and decoding stuart hall is a cultural theoristnand a professor of sociology. It is more generally called audience reception in the analysis of communications models. Also known as reception analysis, audience reception theory has come to be widely used as a. Reception analysis is an active audience theory that looks at how audiences interact with a media text taking into account their situated culture this is their daily life.
It provides an analysis of how audiences perceive a certain media message, what meanings do they drive, how do they associate to it, what events of their and others life do they relate to it, how do the message fulfill their needs and satisfaction and. Sage video bringing teaching, learning and research to life. Includes quotations from hall himself, definitions of key terms and engaging tasks on the encodingdecoding model and applying reception theory to historical vs. A thoughtful synthesis of emerging ideas in audience research in the heyday of research on the mass audience for television. Reception theory is a version of reader response literary theory that emphasizes the readers reception of a literary text. Stuart halls theoretical framework of encodingdecoding provides a broader spectrum for analysing the interpretation of a mass media message amongst its audience. These meanings can be dominant, negotiated or oppositional. Hall, along with richard hoggart and raymond williams, was one of the founding figures of the school of thought that is now known as british cultural studies or the birmingham school of cultural studies. In the explicitly marxist british tradition, which developed from the 1960s onward, theorists, most notably stuart hall, view cultural texts as sites.
All of this forms the core of stuart hall s encodingdecoding model. Against the urgency of people dying in the streets, what in gods name is the point of cultural studiesat that point, i think anybody who is into cultural studies seriously as an intellectual practice, must feel, on their pulse, its ephemerality, its insubstantiality, how little it registers, how little weve been able to change anything or get anybody to do. An introduction to stuart hall s audience reception theory, with a very memorable if a little rude we use the word shart. Cq press your definitive resource for politics, policy and people. During its heroic period in the 1960s and 1970s, the centre developed a variety. Stuart halls encodingdecoding theory suggests that audience derive their own meaning from media texts. In line with the organic intellectual of gramsci, for whom knowledge has to be shared beyond the realm of the intellectual, his epistemological. Preferred reading, oppositional reading or negotiated reading. Stuart hall representation and the media christina pataialii. However, different audience members will decode the media in different ways and possibly not in the way the producer originally intended. Stuart hall s encoding decoding model of communication is a theory of communication that suggests how audiences derive meaning from media texts artifacts.
Hall identified a complex structure involved in message production and its reception. Sage reference the complete guide for your research journey. Roger silverstone centers on audience reception and audience ethnography as partial solutions to some key theoretical problemswith identifying the meaning of a text, with the concept of ideology, and with the difficulty of. Stuart hall 4 has a different meaning than its an approach to understanding critical theorythe words are basically the same, but the different order creates a different meaning. Different spectators will decode the text in different ways, not always in the way the producer intended. Dec 09, 2008 reception theory was at its most influential during the 1970s and early 1980s in germany and usa fortier, 2002. Reception theory as developed by stuart hall asserts that media texts are encoded and decoded. This study examines the theater of struggle in young filipino womens reception of korean television dramas in view of the american cultural imperialism that is deeply entrenched in the philippine society. Reception theory emphasizes the active role played by the spectator in constructing and interpreting the meaning of a text.
Conceptualized by hans robert jauss in his toward an aesthetic of reception in the late 1960s, reception theory refers to a historical application of the reader response theory, emphasizing altering interpretive and. Hebdige believed that punk was incorporated into the media in an attempt to categorize it within society, and he critically examines this issue by applying halls theory of encoding and decoding. How does stuart halls encodingdecoding model and his discussion of cultural codes inform our understanding of genre. Hall argued that any piece of information can be encoded in multiple ways, and every message has more than one meaning. Reception studies and classicalfilm theory reception theory. In other words, meaning is created because watching or reading and processing media text. The theory states that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. British cultural studies suggests three frameworks for reading texts, based on the work of theorist stuart hall. The circuit of culture adapted from representation, stuart hall s cultural studies textbook larry grossberg, an american cultural studies practitioner who studied with stuart hall at the birmingham centre where cultural studies all began, defined cultural studies as radical. Reception theory was at its most influential during the 1970s and early 1980s in germany and usa fortier. The study applies stuart halls encodingdecoding theory to examine the interactions of the moroccan audience with the content of the two. Sage books the ultimate social sciences digital library. Stuart hall s encodingdecoding theory suggests that audience derive their own meaning from media texts.
The first addresses the link between audience reception and social and demographic group memberships, drawing from the seminal work of stuart hall in. Audience can choose to read the text any way they please, most of the time not the way the producer intended. The application of stuart halls audience reception theory to. Encoding and decoding in the television discourse was written by stuart hall in 1974, which was critically acclaimed in mass communications research and paved the way for many academics to build upon the theoretical model of encoding and decoding between audience and receiver. Stuart hall s theory involves the true meaning and media representation with a gap in the middle to ensure that the image depicted will evoke reaction from the audience. To what extent are genres culturally bound versus universal. Stuart hall and the rise of cultural studies the new yorker. Richard hoggart, the uses of literacy and the cultural turn 3 stuart hall 2. Stuart hall states that as the audience of a given piece of media text, there are 3 different ways to interpret said text. Media studies audience reception theory mnemonic teaching.
Hall suggests a fourstage theory of communication fig. Stuart hall representation and the media christina. As a result, he developed the communication model of encoding and decoding. Stuart halls encoding decoding model of communication. Stuart halls encodingdecoding model of communication essentially states that meaning is encoded by the sender and decoded by the receiver and that. Polysemic the characteristic of media texts as fundamentally ambiguous and legitimately interpretable in different ways. Home a level and ib study tools media studies audience theory. Is halls encoding decoding model still useful media essay. Three approaches to media reception and audience reception studies. Audiences and reception theory by julie martin stuart hall s encodingdecoding model of communication essentially states that meaning is encoded by the sender and decoded by the receiver and that these encoded meanings may be decoded to mean something else. Jul 17, 2017 a masterful orator, hall energized the audience in illinois, a group of thinkers and writers from around the world who had gathered for a summer institute devoted to parsing marxist approaches to. Stuart halls audience positioning theory by thamer. Encoding decoding by stuart hall ideologies hegemony. Hall s model of communication moved away from the view that the media had the.
Social aspects also affect how the audience decodes the media. He looks at the issue within the most commonly used definition of representation, meaning to. The cultural effects model recognises that the media audience is made up of people from a variety of social backgrounds. The cultural theorist stuart ha ll was one of the main proponents of reception t heory, first developed in his 1973 essay encoding and decoding in the television discourse. Mainly anchored on gramscis concept of hegemony and stuart hall s encodingdecoding theory, the researcher conducted a reception analysis through a textual. But stuart hall brought to notice the active role of audience by focusing upon the complex process of encoding and decoding. Preferred or dominant reading in reception studies the producerintended meaning of a. Apr 03, 2019 in this video i explain stuart halls reception theory with examples. School notion of a passive audience in their conceptions of an active audience.
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