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For example, a film may be received as a comedy by some viewers, while others might perceive it as a tragedy, depending on their own experiences and cultural backgrounds. Reception theory further highlights the complex nature of media consumption, as audiences are not passive recipients but active participants in the construction of meaning.
Reception theory is a version of reader response literary theory that emphasizes 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.
The Media Group at the CCCS selected the BBC television current affairs programme Nationwide to study the encoding/decoding model, a part of reception theory, developed by Stuart Hall. This study was concerned with "the programme's distinctive ideological themes and with the particular ways in which Nationwide addressed the viewer". [1]
Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
Priming (media) Communication privacy management theory; Problematic integration theory; R. Reader-response criticism; Reception theory; Regulatory focus theory;
How things are circulated influences how audience members will receive the message and put it to use. According to Philip Elliott the audience is both the "source" and the "receiver" of the television message. For example, circulation and reception of a media message are incorporated in the production process through numerous "feedbacks."
Media linguistics analyses texts, as well as their production and reception. [2] [3] Thus, in principle, media linguistics seeks to explain the particular case of the functioning of language—in mass communication with its complex structure and changing properties—amid the overall trends of language and speech culture. [4]
Many theorists have used it as a starting point for the development of their own theories. George Gerbner, the founder of the cultivation theory, expanded Lasswell's model in 1956 to focus "attention on perception and reaction by the perceiver and the consequences of the communication". [19]