reception theory

The verbal code “I am what I am” connotes acceptance and shows that RBK is possibly trying to send a message to be accepted who you are and to not be shamed. But an oppositional reading could be that they support gang violence and think it is ok.

The finger prints is an enigma code connotes identity, criminal which makes it seem like RBK supports this which is unconventional for a brand. However the hegemantic reading could be that they are authentic and open minded for people in different situtations.

The setting of the photo (at the beach) could convey a message that you could be “fit” anywhere no matter the location being fit is possible. This could be, as a dominant reading, motivating their target audience to work out and be fit.

2) What are the definitions of 'encoding' and 'decoding'?

 encoding: constructing a message using a shared

code and language.

decoding: Someone else can then read it who shares

that cultural understanding and is able to decode it.

3) Why did Stuart Hall criticise the sender-message-channel-receiver model?

He didn’t believe that the ‘message’ had a fixed meaning,

encoded by the sender to be passively accepted by the

receiver, although he was certain that the senders of the

message probably hoped it did.

4) What was Hall's circuit of communication model?

Hall proposed instead a model which was non-linear – in

other words, the different ‘moments’ in the process (Hall’s

term for each aspect of the model, which he called a circuit

of communication) could feed back into each other.

5) What does the factsheet say about Hall's Reception theory?

Reception theory is a core part of Hall’s work because he believed

that media products as complex signs are polysemic, meaning

they have multiple meanings depending on the background and

experiences of the person consuming the text. People do not

therefore experience them in identical ways.

6) Look at the final page. How does it suggest Reception theory could be criticised?

Some people have pointed out that Hall’s model assumes that

everyone is able to recognise the dominant or hegemonic

reading. We don’t know for certain whether this is always

the case.