Reception Theory

Since the Effects model and the Uses and Gratification's have their problems and limitations, a different approach to audiences was developed by the academic Stuart Hall at Birmingham University in the 1970s.

This consider how texts were encoded with meaning by producers and then decoded by audiences. 

The theory suggests that:

• When a producer constructs a text it is encoded with a meaning ormessage that the producer wishes to convey to the audience. 
• In some instances audiences will correctly decode the message ormeaning and understand what the producer was trying to stay. 
• In some instances the audience will either reject or fail to correctly understand the message.