Reception Theory

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The film is filled with messages and values. This is then decoded by the audience, which is how the audience receives a text. Each perception of a person will be different.

  • PREFERRED READING: The audience would agree on with the way the producers wanted to show the text. This is how the producers know their advertisement was successful.
  • Dominant reading: Has a clear message and the audience can relate to the narrative in some way.
  • Negotiated reading: The audience hs consumed the text and agreed. They have their own input and understanding of certain aspects. They do not agree nor disagree, but he can see a point being made. 
  • Oppositional reading: Think of as negative and they understand the message but are against it.

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