Audience Notes

Stuart Hall

* The reception theory states that media texts are encoded by the producer meaning that whoever produce the text fills the product with values and messages 

* The text is then decoded by spectators

* Different spectators will decode the text in different ways, not always in the way the produces intended.

Producer encodes message/ meaning:

- Dominant or preferred

- Negotiated

- Oppositional (regect the meaning you don't believe it)

Factors that can change the meaning:

- Job / roles

- Personal experiences

- People you are watching it with

- Gender

- Education 

- Emotion

- Age

- Ethnicity / religion 

- Views on life,music

- Hobbies

Dominate

* The dominate reading if s text is that the audience view the media text in the way the producer intended 

* The audience agree with the ideology and message behind the text 

* the audience will view the message in the producer wanted them to 

* The ideal consumption has been met and the institution happy.

Negotiated

* This is a compromise between the dominant and oppositional readings, the audience accepts the views of the producer but also had their own input and understanding in relation to the text.

* They do not agree or disagree, they however can see the point being made in relation to the reading yet still have their own opinion 

* For e.g. They understand what the institution want the message to be and how they are supposed the consume the text, however they not fully conform with the message

Oppositional

* The audience rejects the preferred reading and create their own reading of the text

* The audience reject the meaning fully as they do not agree with the message created for the audience 

* The audience reject the message fully and interoperable the text in the wrong way, the may be offended, upset and fail to see the intended message from the institution

Smack my bitch up

Dominate

* Unnaturally for a women to act in this was, the audience doesn't see women in this way they shouldn't behave in this way 

* It show that you judge someone before you know them, they may want to display that taking drugs and alcohol has a negative impact on young people and to turn them off illegal drugs.

* It is showing the negative impact on taking alcohol and drugs and that is unnatural for women to act in this way

* It makes us realise that we allow men to act in a more negative way (more acceptable)

* To shock the audience.

* When people think of domestic violence they think of a man hitting a women so this challenges this view

* The music video wants to reflect the ideology of the band (controversial)

* Don't be sexist, don't stereotype

* Breaks societies dominant opinions 

* Make us reconsider how we judge people 

* Shouldn't judge people before you know who they are

* Negative impact of drugs

* Educates the audience what drugs use can do to people's

* Try to make the audience be more open minded 

* Both men and women can live this lifestyle

* To make the audience it's not just males that can behave in this way

Negotiated 

* Women as should as violent more often than not, and seen as reckless

* People might be shocked at this behaviour and watch it for this reason but they don't agree with what happens in it.

* Agree with what the video challenges but not agree with all aspects 

* It fits the artists and how they represent themselves, however it is a bit too graphic.

* They understand the message but they don't agree with it they may be against drugs and violence 

* All though the message is delivered in an unacceptable way the message is still clear and valid

* The message of this is still clear, even though the stereotypes are negative 

* It shows you the negative effects of drugs but they don't fully understand why the product was made in that way.

* Not because she is a women that she is acting like that it's because she is on drugs

* Its very interesting and keeps the audience interested even if you don't like it

* Sends out a good message not to be sexist but wasn't necessary to show nudity

* Twisted people expectations, however because I don't expect these actions from women therefore they don't agree wife video

* They won't like they amount of illegal things that happen in a video but feel like it's necessary to get the message across 

* Shows hard reality of drugs

* juxtaposes mainstream music due to the controversial video ad it would put off a mass audience therefore it becomes niche

Oppositional 

* The audience could see this video as they to vulgar and controversial

* It's Explicit illegal activity makes most people in society disagree

* Sexist

* Plenty of explicit content making the audience reject it due to feeling uncomfortable 

* It's to explicit and the images should not be presented 

* They may reject it because they feel women shouldn't act the same way as men

* They disagree with the the mess shown

* Religious people may be against drugs,  same sex and violence 

* Objectifying individuals

* Drugs, sick and sex

* Offensive and inappropriate 

* Close minded views

* Seen as an unhealthy life style so shouldn't be represented 

* Not a fair representation of women

* Do not agree with the negative representation if women

* May make people angry as it is promoting drink driving, violence etc

* Don't agree with how they gay community are represented 

* Promotes a unhealthy lifestyle

* May instigate aggression

* Controversial view on stereotypes