Reception Studies
Audience reception
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Also known as reception analysis, audience receptiontheory has come to be widely used as a way of characterizing the wave of audienceresearch which occurred within communicationsand cultural studies during the 1980s and 1990s. On the whole, this work has adopted a "culturalist" perspective, has tended to use qualitative (and often ethnographic) methods of research and has tended to be concerned, one way or another, with exploring the active choices, uses and interpretations made of media materials, by their consumers.[1]
Contents [hide] 1Origins
2The encoding/decoding model
3Audience Analysis
4Reception Theory
5References
6External links6.1Further reading
Origins[edit]
Audience reception theory can be traced back to work done by British Sociologist Stuart Halland his communication model first revealed in an essay titled "Encoding/Decoding."[2]Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes.[3]Hall 's Theorymoved away from the view that the media had the power to directly cause a certain behavior in an individual, while at the same time holding onto the role of media as an agenda-setting function. Hall 's model put forward three central premises: 1) the same event can be encoded in more than one way; 2) the message contains more than one possible reading; and 3) understanding the message can be a problematic process, regardless of how natural it may seem.[4]
In "Encoding/Decoding", Hall addressed the issue of
From Wikipedia, the free encyclopedia
Jump to: navigation, search
This article may require cleanupto meet Wikipedia 's quality standards. No cleanup reasonhas been specified. Please help improve this articleif you can.(March 2009)
This article needs additional citations for verification. Please help improve this articleby adding citations to reliable sources. Unsourced material may be challengedand removed.(March 2009)
Also known as reception analysis, audience receptiontheory has come to be widely used as a way of characterizing the wave of audienceresearch which occurred within communicationsand cultural studies during the 1980s and 1990s. On the whole, this work has adopted a "culturalist" perspective, has tended to use qualitative (and often ethnographic) methods of research and has tended to be concerned, one way or another, with exploring the active choices, uses and interpretations made of media materials, by their consumers.[1]
Contents [hide] 1Origins
2The encoding/decoding model
3Audience Analysis
4Reception Theory
5References
6External links6.1Further reading
Origins[edit]
Audience reception theory can be traced back to work done by British Sociologist Stuart Halland his communication model first revealed in an essay titled "Encoding/Decoding."[2]Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes.[3]Hall 's Theorymoved away from the view that the media had the power to directly cause a certain behavior in an individual, while at the same time holding onto the role of media as an agenda-setting function. Hall 's model put forward three central premises: 1) the same event can be encoded in more than one way; 2) the message contains more than one possible reading; and 3) understanding the message can be a problematic process, regardless of how natural it may seem.[4]
In "Encoding/Decoding", Hall addressed the issue of
References: 1.^Audience Research 2.^Hall, Stuart (1980): 'Encoding/decoding ' Hall, Stuart. Encoding/Decoding.” Media and Cultural Studies: Keyworks. Edited by Meenakshi Gigi Durham and Douglas Kellner. Malden MA: Blackwell, 2006. Wilson, Karina (Ed.) Audience Theory.” Media Know All, 2009.