reception theory and representation

representation- refers to the 'construction' of media texts; what we see is a re-presentation of events, people, or ideas. this is also known as mediation- the act of going between (in this case, between the real world and the audiences).
it is not possible for the media to present the world as it really is because the media constructs meanings about the world.
media makers (in this case newspaper owners/editors and sometimes journalists) change or mediate what is really there.




halls reception theory:
dominant- the hegemonic response people share the code and preferred meaning.
negotiated- they accept what the text is saying and adapt it according to their social backgrounds.
oppositional- they understand, but reject the message.


factors that could affect which pathway the audience takes could be things such as:

• age
• beliefs
• culture
• gender
• life experience
• mood at the time of viewing

meaning is established by what is present, what is absent, and what is different.
thus meaning can be contested.
a representation implicates the audience is creating its meaning.
power- through ideology and stereotypes- tries to fix the meaning of a representation in a preferred meaning.

there are three steps in the journey between the real world and the reality presented by the newspapers: their representation.


selection     ➔    omission    ➔    construction


selection- news values, target audiences
omission- bias, agenda, audience
construction- bias, ideology, audience


newspapers and reporters are supposed to provide their readers with:

• objective information- this means it should be free from prejudice caused by personal feelings.
• unbiased- represent people, events and ideas fairly.
• reliable information- from trusted sources.

although the news presents itself as an objective (non-biased) form of media, like any other media text it has its own agenda.


ideology-a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.
discourse-written or spoken communication or debate.
ideological discourse-communication that upholds a particular ideology/set of ideologies. discourse that serves to sustain or challenge social positions.
dominant ideology- are ideologies or beliefs that we live by in our day-to-day lives and often do not question – they have become 'natural, common sense' things to do. This effectively dissuades people from rebelling against these beliefs, and keeps a sense of stability in society.
Dominant ideologies include beliefs about gender roles, about the economy, about social institutions.
hegemony (Gramsci)-

leadership or dominance, especially by one state or social group over others.