reception theory

• agenda setting


  • the power of the media to bring public attention to particular issues and problems
  • relating mainly to news media that views the media as actively selecting certain issues and shaping public opinion of these by reporting on them more frequently
• Framing


  • the way an issue is posed; how an issue is framed can significantly affect decisions and judgments.
  • the media focuses attention on certain events and then places them within a field of meaning.
• myth-making


  • is a narrative genre in modern literature and film where a fictional or artificial mythology is created by the writer of prose or other fiction
  • The deep embedding of meaning within cultural understanding and popular culture through the constructed and mediated ideas of producers.
• Conditions of consumption


  ... It includes activities such as interacting with new media, reading books and magazines, watching television and film, and listening to radio. An active media consumer must have the capacity for skepticism, judgement, free thinking, questioning, and understanding.
• Encoding/Decoding (Hall)


  a theory that says that messages are encoded with certain meanings by media producers and that audiences then "decode" the messages in various ways, depending on things like their education level, political views, and other factors
• Hegemonic Reading (Hall)


  the meaning of a text as defined by its creators or other elites
• negotiated reading (Hall)


  a reading in which the viewer accepts some of the hegemonic meanings, but also recognizes some exceptions
• oppositional reading (Hall)


  a reading in which the viewer correctly decodes the denotational and connotational meanings of a text, but challenges it from an oppositional perspective
• Prosumer (Fandom)


  one who combines the acts of consumption and production
• Interactivity (Fandom)


  refers to the ability of a communication tool to facilitate social interaction between groups or individuals
• Participatory Culture (Jenkins)


  a culture in which media consumers are able to annotate, comment on, remix, and otherwise respond to culture.
• Textual Poaching (Jenkins)


  Henry Jenkins's term describing the ways that audience members manipulate an original cultural product to create a new one; a common way for fans to exert some control over the media they consume