Stuart Hall is a cultural theorist who was born in Jamaica but has lived and worked in Britain since 1951. Stuart Hall is one of the main supporters of the reception theory. The reception theory takes into account reader's responses to literature and emphasises on how readers interpret the messages within.
Audience Readings - Examples from Supersize Me Documentary
Preferred reading - Audience accept and agree with the media producer's ideas and messages.
"I dislike fast food companies for their influence over obesity in America. The text shows horrific images of the public and these stats and figures have made the issue seem more threatening."
Negotiated reading - Agreeing partially with the message of the text but other aspects can be debated.
"I want something to be done over obesity in American but I am not ready to give up fast food. This media text makes me feel guilty about what I eat by showing me these statistics and figures, however I wont be swayed until it becomes real for me."
Oppositional reading - Disagreeing with the ideas and message of a text.
Audience Readings - My music video
Preferred reading
"Due to the optimistic atmosphere surrounding this music video, it gives the impression that kids should be taught to embrace exploration and imagination if they are to successfully inherit this expanding world and the surrounding Universe."
Negotiated reading
"The characters within the music video seem very care-free and happy. This is a good view on childhood, however I would question how long this peace would last when today's children learn about the issues and restraints within our world."
Oppositional reading
"The characters within this music video seem to spend a lot of their time constructing useless ideas and inventions that would no doubt be shot down within the real world of today. It seems highly far-fetched and wishful."
What I have learnt?
- As with the majority of people who create media texts, I would like for my audience to accept the preferred reading. This way, Owl City's music would be more understood and thus boosting the popularity. This is the aim of the promotional music video after all.
- I should accept that some audience's may have different readings from the preferred one. If they do not find positivity within the promotional video then they will not be the suitable audience for Owl City's music.
This is a careful and considered application of a theorist's ideas, showing good understanding and an effective consideration how the theory could work for you. My only suggestion is that your different readings could be explored in even more detail - either look at the sub-genre of music and decide whether your video could be seen as 'clichéd', alternatively try to consider your project from an entirely foreign perspective. How might an impoverished citizen of a developing country view your music video?
ReplyDelete- Mr Thorogood