Audience

Stuart Hall - Reception theory 

The reception theory states that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. 
The text is then decoded by spectators.
Different spectators will decode the text in different ways, not always in the way the producer intended. 

Producer encodes

message/meaning.

Dominant or preferred meaning         Negotiated meaning           Oppositional meaning 

Our negotiated or oppositional meaning van be changed through experiences and knowledge and reject the film. For example, a trained doctor could watch a medical/hospital based programme and have an oppositional reading due to seeing that the events that are taking place within the programme are un-real.

Gender, age and social class can also affect the way that we read the media texts.

Dominant 

• The dominant reading of a text is that the audience view the media text in the way the producer intended intended.
• The audience agree with the ideology and message behind the text.
• The audience will view the message in the way the producer wanted them to.
• The ideal consumption has been met and the institution happy.

Negotiated

• This is a compromise between the dominant and oppositional readings, the audience accepts the views of the producer but also has their own input and understanding in relation to the text.
• They do not agree or disagree, they however can see the point being made in relation to the reading yet still have their own opinion.
• e.g. They understand what the institution want the message to be and how they are supposed to consume the text, however they do not fully conform with the message. 

Oppositional 

• The audience rejects the preferred reading and create their own reading of the text.
• The audience reject the meaning fully as they do not agree with the message created for the audience. 
• The audience reject the message fully and interoperate the text in the wrong way, they may be offended, upset and fail to see the intended message from the institution.  

In relation to My Bloody Valentine - Soon...

Due to the lack of knowledge in terms of knowing what the producers intended meaning for the music video was. The lack of narrative within this video also makes it difficult however due to the editing of the video it could force different views into different people. For example the transparent effect used on the band members creates a very empty mood however allows the video to be layered creating an atmospheric tone. The transparency could relate to the empty emotions of the band which reflects the unhappy nature of the lyrics.