-Different ways to look at an advert.
If you smoke: suffocations, damaging their child, irresponsibility. (Don't smoke as you will suffocate your child).
If you don't smoke: child is suffering, suffocation, second hand smoke, don't smoke around children, proud you don't do it.
Male: want to be the men climbing on her, want to have her.
Female: jealous of the figure, idolise her, want the perfume, the perfume will make men want you.
-Men only want her for her body don't care about her face.
-Older audience may think it's shameful, give off the wrong ideology.
-Feminists may be shamed because they don't like seeing females as sexual objects.
Stuart Halls Reception Theory
3 ways an audience can understand and read a text.
He states that media texts are:
-Encoded by the producer, meaning that whoever produces the text, fills the product with values and messages.
-The text is then decoded by spectators.
-Different spectators will decode the text in different ways, not always in the way the producer intended.
Reception Theory
Dominant- This is the reading of a text is that the audience view the media text in the way the producer intended. The audience agree with the ideology and message behind the text. The audience will view the product how the producer wanted them to.
Negotiated- Compromised between the dominant and oppositional readings, the audience accepts the views of the producer but also has their own input and understanding in relation to the text. They do not agree or disagree, they however can see the point being made in relation to the media text. They don;t disagree nor do they agree, they understand the point given but still have an opinion of their own.
Oppositonal- The audience rejects the preferred reading and creates their own reading of the text. The audience reject the meaning fully as they do not agree with the message that is created for the audience.
Dominant Understanding of my Product:
-Clear messages
-Audience is the same age, so they relate
-From the same culture
-Easy to understand narrative and they can relate to the narrative in some way.
-Relevant to society
-Audience are choosing to consume the product so must have a reason to like it in the first place.
Negotiated Understanding of my Product:
-The audiences may not have had the same life experiences
-May not understand the narrative in relation to it in the intended way.
-Age may vary the reading and understanding.
Oppositional Understanding of my Product:
-Your product has controversial themes.
-Disagree with the messages in the video
-Dislike the genre
-No understanding/can't relate to narrative structure.
-Not reflective on society
-Different culture/Different Views
Examples:
Anaconda - Nicki Minaj
Dominant: Nicki purely made this video for fun which was how the video was intended to look like and be read by the audience. She made a fun tune and a fun video, that is all. She isn't shaming the girls in the video, she is praising them. She has also said she isn't discriminating 'skinny' girls as she counts herself as one, she is just making fun of the situation. It was intended to be a joke and that was it. Her fans (barbz) are likely to read the video in this way and are likely to agree with the dominant reading.
Negotiated: The audience can see why Nicki has done this as she is a fun person and is only trying to have fun in her career and they accept this. They see it as a way of Nicki expressing her fun character but may not fully agree with the whole concept of it, but they still accept it. People who are undecided about their feelings towards Nicki may feel this way and agree with this reading of the text.
Oppositional: The audience completely disagree with Nicki's attempt at trying to have fun with the song. They may think it is shameful and inappropriate and don't accept or understand why she has done it in this way. They may also think it is too sexual to be shown. People who are not a fan of Nicki and dislike her are likely to agree with this reading of the text.
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