Reception theory handout summary

• Extension of uses and gratifications, no text has one single meaning, therefore no one set of ideologies can be passed, down, audiences make their own interpretation

• Ignores context of everyday life, e.g. the mood someone’s in

• David Morley--- how media fits around the family and house.

Nationwide study in 1980 found 3 main types of reading

--dominant/hegemonic---preferred reading by creators

--negotiated---reader partly recognizes and agrees with the programmes values but modifies it in a way to best suit their interests

--Oppositional/counter hegemonic---reject preferred reading and adapts new interpretation