Reception Analysis Model

What does the Reception Analysis Model say about the audience?

different audiences interpret the content of the media differently

• neither passive or hegemonic

What are the three ways audiences can interpret the media according to the Reception Analysis Model?

• Dominant/Hegemonic Reading

• Oppositional Reading

• Negotiated Reading

What is Dominant/Hegemonic Reading according to the Reception Analysis Model?

links to preferred reading model (Morley) - based on consensus - what most people go along with

• very likely to be shared by journalists and editors and is likely to underpin news values

What is Oppositional Reading according to the Reception Analysis Model?

minority may oppose the views expressed in media content

What is Negotiated Reading according to the Reception Analysis Model?

audience may reinterpret media content to fit in with their own personal opinions and values

According to the Reception Analysis Model, how are media messages polysemic?

individuals or groups can interpret media messages in a variety of different ways

How would Marxists and Radical Feminists criticise the Reception Analysis Model?

theory implies that is is easy to negotiate or reject media messages - ignores false consciousness or cumulative effect of media messages across a lifetime