Reception Theory

Given the effects model and gratification model have there problems and limitations a different approach to audiences was developed by the academic Stuart Hall at Birmingham University in the 1970's.

This Considered how text were encoded with meaning by producers and then developed by audience.

The theory suggest :

• When a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience. 
• In some instances audiences will correctly decode the messages or meaning and understand what the producers was trying to say. 
• or the audience will either reject or fail to correctly understand the message.