In this blog I will be discussing audience theory and how it comes into play with our media production. Theorist David Morley found that people from different social backgrounds, occupations and surroundings receive media texts differently. This proved in the 'nationwide' project study of the encoding/ decoding model.
We took this under consideration when editing and filming our product. Our 'encoding' (production of the message) was for people to feel happy and familiar with the video meaning they can relate it to there own lives and happiness surrounding it. However the 'decoding' (how the audience interprets this message) we worried could be completely different to what we intended.
There are a particular three set of ways a reader can receive a media text, this being known as reception theory.
1. Oppositional - the disagreement of the message and rejection of it
2. Negotiated - Slightly altered view between a yes/ no agreement of the message
3. Dominant - The message is fully accepted
During a class-room showcase featuring all my co-students and teachers, our group received a mostly positive response of dominant feedback. This therefore helped us understand and accept our video is heading in the right direction of achieving the encoding and decoding that we anticipated.
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