Lecture on Reaction Videos and Reception Theory
Introduction to Reaction Videos
- Reaction videos provide insights into the relationship between media and audiences.
- They show how different people can have varying responses to the same media content.
Stuart Hall's Reception Theory
- Originated from literature and adapted by Stuart Hall in the 1970s for media communication.
- Core Idea: Media producers encode texts with meaning, which audiences then decode.
- Encoding methods may include:
- Goal is to create a rich, multilayered text.
Factors Influencing Decoding
- Cultural and income differences affect how messages are decoded by the audience.
Three Ways of Decoding Texts
1. Dominant Reading
- Audience decodes the message as intended by the producer.
- Shared cultural and ideological position with the producer.
- Example: In "The Dark Knight," Joker is seen as a bad guy due to:
- Greasy hair, makeup, and acts of violence.
2. Negotiated Reading
- Audience understands producer's message but adapts it to fit their beliefs.
- Example: "Pineapple Express"
- Dominant reading: marijuana leads to harmless fun.
- Personal view: Conflicts with ideology but still find it humorous.
3. Oppositional Reading
- Audience rejects the message despite understanding it.
- Example: "GTA V" for non-gamers
- Preferred reading: Freedom and fun in a virtual setting.
- Oppositional reading: Non-gamers may find moral implications troubling.
Audience Reactions and Media Campaigns
- Sometimes audiences collectively have an oppositional reading, leading to protests.
- Example: A controversial advert interpreted as body shaming led to campaign failure.
Conclusion
- Reception theory helps analyze how people interpret media differently.
- Encourages critical thinking: "How am I supposed to feel about this? What do I actually feel?"
Call to Action
- Encourages audience questions and feedback.
These notes summarize the lecture on reaction videos and Stuart Hall's reception theory, outlining the key concepts and examples provided.