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Reception theory: blog tasks

 Reception theory: blog tasks




The preferred/hegemonic meaning of this advert is that reebok is trying to get viewers to embrace their background and encourage the idea that no matter where you come from, you could be successful. The negotiated meaning is that its an advert to promote their brand to views to entice people to buy their products. The oppositional/counter-hegemonic reading could potentially be that some audiences may believe that this advert promoted criminal activity.

The preferred/hegemonic meaning of this advert is that doctors are trying to inform people about the dangers of self-medicating. The oppositional/counter-hegemonic reading is that audiences might interpret this as all medication is bad and harmful.

I believe that Stuart Hall's Reception theory is useful when analysing media products. When analysing the dominant, negotiated and opposite readings of a product, it allows you to see the product in an alternative way than you usually would. This is beneficial it broadens your view on the potential meanings to the product and it withdraws any barriers of interpretation, of the product, that is based on personal experiences. These two adverts that I have analysed provide evidence for the idea that audiences are free to interpret messages in various ways. The reebok advert is a prime example of this, It does not place any boundaries on what an individual can feel when viewing the advert, it does not tell the audience what they should think nor control their viewpoint on it.

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