5. Reception theory

 

50 Cent advert

Preferred

I believe the preferred reading is that people can be anyone they want to be no matter what past they've had or their background. They use 50 cent to demonstrate this as he's had a criminal past which he's moved away from and become successful.

Negotiated

Some may say that the advert is telling people that all people are equal no matter what they've done as it says "I am what I am" which could show pride in their past and who they really are. This isn't the complete opposite of what the advert is trying to do its just another possibility.

Oppositional

People may see this as new balance promoting criminal lifestyles and encouraging their audiences to take part in criminal activities as 50 cent is an influential celebrity and him being proud of what he's done could be new balance trying to tell their audience they should be like him (if they do crime they can become successful and famous).

Preferred

The preferred meaning could be that food from McDonalds fuels you and makes you feel good which promotes McDonalds as a healthy brand which improves your lifestyle and gives you energy to do better.

Negotiated 

The negotiated meaning could be that McDonalds isn't actually good for you but it still fuels you and makes you feel good because it tastes nice.

Oppositional 

Comparing McDonalds food to something you put in a car could suggest the McDonalds is terrible for you or even poisonous and could kill you which is the opposite of the healthy good for you approach which they tried to take.

Mr Beast 

Sender = Mr beast (creator)

Message= He uses his channel to promote positivity and influence people to do good things for others without expecting anything back. He also promotes charities which he donates to so that he can reach out to his large audience and get them to help out where he can't.

Channel = he does this through his numerous YouTube channels which have subscribers amounting to millions.

Receiver = his videos are translated in to many languages which allows him to reach a much wider audience

Encoding + Decoding 

Encoding is when someone who's part of a culture puts something into terms which only people with an understanding of that culture are able to understand. These people are then able to decode this information and understand it.

Stuart Hall criticised the smcr model because he believed messages are polysemic and can't have only one meaning. He also believed that people can't all understand a message the same way even though the sender would hope so.

Halls circuit of communication model 

Production = producers making assumptions about who's going to view the text 

Circulation = The way the audience sees the texts e.g. media technologies/services 

Distribution/Consumption = When the audience receives the text - this is when they decide how they will understand it/take it in 

Reproduction = What the audience think/feel when they see the work and how it impacts them/makes them want to do 

Reception theory 

Media can have multiple meanings depending on the receivers views and past experiences so there's multiple steps in between the production of a piece of media and the receipt of it which change how it impacts an audience.

It can be criticised because it assumes that all people will be affected by the cultural hegemony and will be able to recognise the dominant meaning.