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Decoding papers-Reception Theory

Decoding papers-reception theory 

Reception-How we receive things 

Stuart Hall: Preferred/Negotiated/Oppositional

Preferred Reading- This is when audiences respond to the product the way media producers want them/expect them to. 

Negotiated Reading- This is when a member of the audience partly agrees with part of the product. e.g. film, documentary, TV programme. 

Oppositional Reading- This is when the audience are in complete disagreement with the product's message or setting. 


Applying Tinky Winky to Reception Theory

Preferred

Amusing facial expressions and body movements teach children social skills.

Television in tummy is endearing- range of educational programmes.\

Negotiated

An awareness that Tinky Winky might have controversial associations for children, whilst at the same time accepting the positive benefits for childhood development. 

Oppositional

The character represents homosexuality (the colour purple, the antenna and the handbag).

The character also encourages obesity through the body shape.



The Independent

  • Masthead 
  • Denotations:
  • Typeface-serif font (more serious media, documents), black lettering, capitalised 
  • Connotations:
  • Serif typeface connotes maturity- suggests it is aimed at a more mature readership.
  • Anchorage- the way in which text is used to help pin down the mood or meaning.
  • So, the caption here is not humorous, as with tabloid newspapers, and no puns are used (in the headline, for example)
  • In terms of layout, broadsheets are more text-heavy than tabloids, with fewer (and often smaller) images.
  • Stories tend to be about current affairs, rather than the celebrity gossip found in tabloids.



The Sun

  • Masthead
  • Uses the Sans-serif font, with a red background- these papers are often nicknamed 'red tops'.
  • Sans-serifs fonts are used throughout the front cover
  • Mulvey and the male gaze theory-catering to a predominantly male audience.
  • The Sun often features semi-clad women in it's pages
  • These women are objectified for the male gaze
  • As men gain sexual gratification from them 

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