Reception Theory & Audience Readings

Reception Theory

In the 1980’s Hall and Morley suggested that audience make sense of the media according to their backgrounds, including their gender, age, their life experiences and ethnicity. All these aspects affects audiences responses to text.  For example Geordie Shore follows several 20-somethings from Newcastle as they party and have sex. If the audience are of a similar age or have had similar experiences with the characters from show, this will encourage them to watch this programme and others like it.

Preferred Audience Readings 

In the 1980’s Stuart Hall et al suggested that media texts are open to receive in a number of different ways, that is depended on the audience social and background. But the creators of the texts want the audience to accept the ‘preferred’ readings. For example Geordie Shaw Tv programme targets teenagers and young adults, some teenagers would take the preferred readings that going out partying and having sex nearly every night  with many of people is an positive thing to do.

Negotiated Reading

This theory is when the reader accepts both sides of the argument, they acknowledges the legitimacy but adapts according to their own social condition. Many audiences believe that Geordie Shaw is just a bunch of young adults going out drinking and having sex every night and find that the show is a bad example for teens and young adults. Although they can also whats highly entertaining about watch the characters in the show, and accept that the people in the show are making money from it, as its their career.

Oppositional Reading

This theory takes an alternative view from the preferred reading. From an adults point Geordie Shaw is highly inappropriate, and can show people get exploitation as sex objects, the programme is degrading and the characters are extremely negative role models for young adults.

Hypodermic Needle Theory

The Hypodermic Needle Theory perceives the audience as weak and the media as being strong. It suggests that messages from media is directly received and accepted be the audience. The theory is also known as the hypodermic-syringe needle as it shows how the media ‘syringe’ and injects audiences with messages.

The theory was developed in the 1920’s and 1930’s, with scientists observing the effects of propaganda during World War I and different events such as Orson Wells ‘War of the Worlds’ radio performance. In 1927 Harold Lasssweel, an american scientist published a book called ‘Propaganda Techniques in the World War.’ This book focuses on the affects that the propaganda had during World War 1. In the book Lassweel summarises his research,

“From a propaganda point of view it was matchless performance, for Wilson brewed the subtile poison, which industrious men injected into the veins of a staggering people, until the smashing powers of the allied armies knocked them into submission.” 

The payne Fund studies were conducted between 1929-1932. These studies looked at the effects that the media had on children. The study wanted to show how the mass media have a powerful and direct influence on audiences. The study was criticised for its lack of scientific experiments, but it was one of the first and most comprehensive examination on how the media works. The project chairman, W.W Charter stated,

“We see that as an instrument of education it (can) affect profoundly the pattern of conduct of children”   

Even in 1930’s researches started to realise that this way of thinking about the media was kind of outdated. In 1938 Orson Welles and Mercury Theatre broadcasted a drama production of H.G. Well’s War Of The Worlds, while the drama was on many people believed that martians had invaded. While many people had a panic strike, it was only a small portion of six million people who enjoyed the radio drama. Events like this suggest how media has a powerful effect of audiences, although it also shows how the Hypodermic Needle Theory which suggests that we all act in the same way, is outdated.      

There are many current television programmes which also suggest that the hypodermic needle theory is antiquated. Geordie Shaw is a  british reality television series broadcast on MTV It’s a good example of this, as many people believe that the show is just a bunch of young adults going out drinking and having sex every night and find that show pointless. The show also a large fan base that watch and enjoy the programme. This proves that everyone is having their own  ideas and opinions about the show, which goes against the hypodermic needle theory which suggests that we should all share the same messages and ideas.