Reception Theory

I have decided to research Stuart Hall's Reception Theory as part of my research. This will help me to allow myself to learn about how different audiences could view my music magazine in a different way to what I'd like it be viewed as. This will let me take this into consideration when creating my music magazine. 

What is it?

• "Reception theory is a version of reader response literary theory that emphasises each particular reader's reception or interpretation in making meaning from a literary text. Reception theory is generally referred to as audience reception in the analysis of communications models." https://en.wikipedia.org/wiki/Reception_theory

Preferred/Dominant Reading:

• This part of the theory suggests that the audience views the media content exactly how the producer wanted it to be viewed. This will lead to the acceptance of the dominant features of the text as the full intentions of the producer is fully accepted by the audience. 

Negotiated Reading:

• This section of the theory suggests that the audience chose whether or not they accept the dominant readings as their own. They may accept some/all of the dominant values in the media content. As well as this they will still have their own opinions or values which will come into play when they read the content. Therefore it being 'negotiated' as they mix their own readings with the preferred meanings. 

Oppositional Reading:

• This part of the theory suggests that the audience will completely reject the preferred meanings of the text. They will reject the dominate code and the social values that surround it. Usually the audience will recognise the dominant reading but accept it due to an opinion and you will no longer be able to get the message across to them as they will have already made their mind up about the reading. 

Applying it to a Music Magazine:

• This 'Rolling Stones' music magazine can indicate how the audience may follow the reception theory when viewing this front cover.
• 'Rolling Stone's' preferred meaning of this cover was most likely to have a bit of fun with the play of words of 'smokin' christmas' and the picture of snoop dogg smoking a candy cane. A teenager may agree with this preferred reading that 'Rolling Stone' is just having a little bit of fun. 
• The oppositional reading of this could be viewed from a parent. The parent may class this as a bad role model to children as they're technically promoting smoking. They will recognise the dominant value is to have fun with it, however they will completely reject it as they will think it is offensive as promoting a bad lifestyle.
• The negotiated reading could be of someone who doesn't agree with smoking. They will accept the dominant reading of the cover to be funny. However, they won't agree with smoking so they may have their own opinion of it being slightly bad. However, they won't totally disregard the dominant value as it can be seen as funny and a play on words. 

The sources I used were:
- http://image.slidesharecdn.com/theorytheorists-130909144713-/95/theory-and-theorist-for-media-studies-a2-17-638.jpg?cb=1378738333
- https://mediafort.wordpress.com/2013/07/01/reception-theory/