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Audience Negotiation - Stuart Hall - Reception Theory

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What can affect how an audience may interact with a media product:

- Prior Knowledge ( e.g age certificate )
- Ethnicity
- Gender
- Age
- Sexuality
- Past Experiences
- Family
- Location
- Political Views
- Religious Views

Stuart Hall - Reception Theory

 How an audience receives or interprets information

Readings:

 - Preferred - Audience in favour of producer's ideologies.
- Negotiated - Audience is in favour of some aspects of the producer's ideologies.
- Oppositional - Audience completely disagrees with the producer's ideologies.

 Ideology of Christmas is that you should enjoy giving and receiving presents. Its a religious holiday. A lot of families that aren't Christian celebrate it.

Preferred - Should be thinking about Jesus and spending time with family and friends.
Negotiated - Get together with friends but don't think about Jesus.
Oppositional - Not celebrating at all.

Local Newspapers have a captive target audience of people who want to know whats going on locally. Audiences like to be seen in the news. Anchorage is the forcing of an audience into a particular point of view.

Preferred reading is frustration that Lavinia Woodward is getting a lenient sentence. She looks smug as well. The headline 'too clever for prison' is meant to create frustration. Kind of states that clever people can evade prison.

Oppositional reading is that she needs help.

"Cafe thrilled by a Bond bombshell" - Ideology is that it is great that Daniel Craig was spotted in a cafe in Cambridge

Preferred reading is that the audience thinks that its cool that he has been spotted in Cambridge

Negotiated is that its cool but he should be able to enjoy his food in peace

Oppositional is that he should be left alone.

"Armed Police to Wear Body cams"

Preferred - Body cams are good and will help to solve crimes but make sure that police aren't abusing their power

Negotiated - Although crime rates may be lowered, people are being recorded without permission

Oppositional - Body cams are a waste of money and film people without their permission which is a violation of personal privacy


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