John McLaughlin's blog

Reception Theory- Developed by Stuart Hall States that the media texts are encoded by the creators and then decoded by the audience  Stuart Hall suggests that media text is coded by the creators and decoded by the audiences. Reception theory suggests that the audience decode the text in 3 ways, Dominant, Negotiated, Oppositional: - Dominant- suggest that they really like something and is similar to cultivation theory - Negotiated- suggest that they like something but they also like another thing - Oppositional- suggest that the people get annoyed and they like the thing to change Cultivation Theory- Created by  George Gerbner in 1976 Looked at how the television influenced people This theory argues that television has gradual long-term effects Television  just reinforces the norms Claimed that TV defined social roles & behaviour Gerbner argued that people who watch a lot of  television  are more  likely  to be influenced Gerbner argued that the television rein