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DOMINANT
The producers translate that Leatherface is the villain by the human-made mask he wears. Most audience accept this as just a entertaining slasher film and they accept that'll get scared and cringe because that's what the genres is and that's what they want.

NEGOTIATED
They understand that it's a slasher and is supposed to be gory but they may still find it horrific and scary.

OPPOSITIONAL
Even though it's supposed to be horrific they don't find it entertaining and instead be disgusted.

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https://www.youtube.com/watch?v=Z-Vuw-burI0

FilthyFrankTV - Human Cake

Dominant:

The creators of the video use body fluids and body hair to make a cake. The video is filled with crude dark jokes and disgusting imagery. Most people understand that this is a joke and are not bothered by it.

Negotiated:
Although the audience may realise that the video is a joke they may feel sick to watch it.

Oppositional:

Some people may feel disgusted at all the vomiting and body hair being eaten in a cake. People may also be offended by some of the dark humour in the video

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Bohemian Rhapsody Trailer:
Dominant:
The dominant reading for this trailer is to show what to expect in the film that they've released

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NEW Bohemian Rhapsody Trailer: Rami Malek Becomes Freddie Mercury

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Dishonored 2 Trailer
https://www.youtube.com/watch?v=7bLNC8VDTlQ

Dominant Reading: The creators want to show Dishonored 2 as a action adventure game with magical and mystical elements. Based around the Empresses body guard and empire getting taken away, following the story after Dishonored 1 and it's 2 DLCs (Knife of Dunwall and Brigmore witches) The devs intend the gameplay to tell a story violent or not. It's meant to be complimentary

Negotiated reading: The audience sees the gameplay and the violence but could still enjoy the game even if they disagree with the concept of killing and espionage

Oppositional Reading:

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Vikings
https://youtu.be/i4MCgMaU1Dw

Dominant

The producers of Vikings wanted the viewers to see how fearless and deadly Ivar The Boneless is. He is seen as a cripple(given his name) so he shouldn't be of any use to his army in battle, but he obviously proves that wrong as he takes down his enemy.

Negotiated
Some viewers might love this scene as I do, but some might also get a bit disgusted at how gory it is.

Oppositional
Some people might get really disgusted at how gory and brutal this scene is and they might not be able to see past the point that is the producers just want to show the historical side to the battles that these Vikings went through

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https://www.youtube.com/watch?v=249cSM0IeEw
Family Guy

Dominant
The creators of Family Guy tried to use stereotypes to make a funny episode. They portrayed the Russian nanny as a 'badass' person who is associated with violence, gangs and murder. People obviously know that not all of the Russians are like that, but they found it really funny.

Negotiated
Some people might enjoy watching this episode and laugh at it. But they might get slightly offended by how the creators associated Russian people with gangs and violence.

Oppositional
People might get really offended by the humour in the show. They might not realise that it's a joke and they might be very offended because of the stereotypes.

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Orangina Naturally Juicy French version:

Proffered/dominent reading:
With everything happening what you can see throughout the whole advert is that Orangina is very juicy, the taste is very delicious and orangy. It showing that you will have a good time when ever you drink it and it will be like a party on your tongue. Also, it is something to share with someone you love or even like.
Oppositional Reading:
Now a-days when people watch this they would understand and recording what the creator intended all the same thing for the dominent reading. However, with what is going on these days and what people are into they could see this advert as being a advert for furries as the characters are humanoid animals and they look like furries. And it also looks quite sexual as well so it can be interpreted as furries who like to have a good time (if you know what i mean) would like this drink.
Negotiated Reading:
When looking at this and not understanding what the creator is trying to say and not understanding the style or gimmick of this products. Then this advert can be seen as over sexualised and strange, people could also thing that the Orangina is just a cover to make this kind of advert.

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dominant or preferred reading - momsdemandaction.com created this poster to show the extremity of gun crime in America. They wanted to show that America is happy enough to ban a book due to a bottle of wine being in little red riding hoods basket, but are happy for children to carry and own weapons.

oppositional reading  - A number of people in America who strongly believe in guns will get offended by this advertisement as they might take this poster as being offensive to the safety of the country (as they view guns as a safety aspect)

negotiated reading -  people from America may understand this poster, however they may think its a bit extreme comparing a banning of a book to guns as guns are put in place to supposedly protect people in America but as we know they often do the opposite.

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IT Poster
Negotiated:
People might have a different interpretation on it. Seeing it as something different than it is, they might just see a creepy clown with a weird title.

Preferred:
The title is in red to signify blood. It has a dark torn look to it and the light behind him gives off his silhouette as well as making the eyes on his face which is faded in the background stand out. giving off the effect the producers want.

Oppositional:
Some people might not find it scary or some will find it too scary depending on how you are with these kinds of things and with Horrors/thriller posters.

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The Blues Brothers - Sweet Home Chicago

Preferred Reading:
The producer wants you . to focus on their message which is "We're on a mission from God" and they're doing something good for themselves and others

Oppositional Reading:
People may think of the blues brothers as criminals as in every film they're getting chased by cops and the mafia etc and they wear black suits with black sunglasses and a black hat which may give them a suspicious look.

Negotiated Reading:
Some people might like the music that the blues brothers produce however they may still think that they're just a bunch of criminals and the language is quite bad

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The Blues Brothers - Sweet Home Chicago - 1080p Full HD

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https://www.adsoftheworld.com/media/film/greenpeace_bbq_song_you_dont_need_all_that_meat

A French company called 84.Paris published this 3 minute+ ad for Greenpeace to persuade us to eat less meat.

Encoded reading: It might look mouth-watering but it's not cool or glamorous to eat meat, actually it's gross, cruel, irresponsible and totally passe. The message is presented via animated, singing cartoon animal heads montaged onto 'real' meat as it's being cooked on a barbecue. The animals are singing a groovy rap song, Gangsta Grill. The chorus, which is sung by a cartoon lamb, goes, 'My meat, my meat is everywhere/Control, control, you're acting like you just don't care/We can feel the heat/You're mad if you think you need all that meat'. There are some tacky shots of people enjoying the sea and sun, there are sharp knives being clashed.

A dominant reading would accept the animal heads as really speaking for the pigs, chickens and lambs being grown and killed in vast numbers and horrible conditions purely for our greed. It would 'go' with the message, and despise people who don't totally accept it.

A negotiated reading by a person of my age might find the cartoon heads a bit cringe-making and childish, but go along with the general message that too many of us eat too much meat and we don't need it.

An oppositional reading would jib (gib?) at the crude and childish animal heads. They might feel they were being patronised and they might dismiss the ad's premise altogether. Which is what has happened: one of the comments below the YouTube film is that the ad makes the person concerned want to eat more meat because it looks so delicious.

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Iceland Christmas Advert 2018 Orangutan
https://www.youtube.com/watch?v=XoLVcskIklE

Dominant or Preferred Reading
This advert was meant to appeal to the audiences sympathy. There acknowledging the issue of palm oil being in the majority of consumer products and the effect it has on the rainforests of the world and the orangutans that live there. There stating this and hoping the audiences will sympathise and buy their christmas shopping from Iceland to try and prevent the effect deforestation is having.

Negotiated Reading
Some people might watch this and acknowledge and sympathise the problem of deforestation but, they simply might not want to buy their shopping from Iceland.

Oppositional Reading
Some people might watch this and feel that Icelands advertising techniques are too controversial and political. They could argue that their methods of advertising don't focus enough on the products and too much on political topics that have very little to do with the quality of the products.

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Adam Lambert -For Your Entertainment (AMA 2009)

https://www.youtube.com/watch?v=EdQ_1rRajDo

Dominant, or Preferred Reading
Admire his daring and flamboyant personality and his courage to present himself in a non-conventional way.  They understand the show is just a show and not real but brings across a strong part of his personality.
It's supposed to be a show, entertainment (song title is 'For Your Entertainment').

Oppositional Reading
Some people were be offended by his open sexuality and his actions on stage. They understand it's a show, but feel the 'graphic' level of what was shown (sexualised, revealing costume and actions) was unnecessary.

Negotiated Reading
People understand what he is doing, but not completely why. They are confused over the sexualised nature of the performance. They struggle with their morals and understanding: they see it as a performance and a form of expression, but there is too much for them to take in and it seems a little over the top.

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WW2 Soviet Union.
Dominant or Preferred Reading

The creator of this poster wants to show the Russian people that they are capable of beating the Nazis in WW2. The reason that they used the snake is because Hitler broke their agreement and invaded Russia anyway. The fact that the saying is " the only way to kill a snake is to cut its head off " and hence the bayonet stabbing the snake in the neck.

Oppositional Reading

In this day and age if this poster was created people will get offended by it due to the nature of aggression and anger. Back then I assume if German troops came across this poster they also may get mentally affected due to the fact that this poster doesn't beat around the bush and gets straight to the point

Negotiated Reading

If you don't understand history then you wouldn't understand this poster and people who don't understand the deeper meaning may think the snake symbolises religion. I think now-days younger generations wont understand this poster which isn't good!

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Reception theory as developed by Stuart Hall asserts that media texts are encoded and decoded. The producer encodes messages and values into their media which are then decoded by the audience. However, different audience members will decode the media in different ways and possibly not in the way the producer originally intended.
https://revisionworld.com/a2-level-level-revision/media-studies-level-revision/reception-theory

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Being an active audience relates to the Uses and Gratification theory

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Being an active audience relates to the Uses and Gratification theory

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By choosing what we want to watch for a specific reason links with the idea that the audience has an active role in consuming the media, whereas the hypodermic needle theory contadicts this by suggesting we are just fed information and simply just take it in, passively.

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Watch an episode of ABC's LOST. How many times do you see any of these numbers appear?

4   8   15   16   23   42

Is there anything that seems out of place, E.G. people, objects, animals, plants, sounds?

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Some products are specifically made for an active audience:

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Some products are specifically made for an active audience:

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ABC's LOST, Damon Lindelof & JJ Abrams, This program rely's heavily on an active audience even creating an Alternative Reality Game to acompany the show and help promote season 3. Wikipedia also designated a page to LOST fans entitled LOSTpedia, which provided an excelent platform for fans to read up on theories, respond to them and even add their own. It has been claimed that the creators of LOST were open to hear fan's opinions on how the show should move forward, although this is just a rumor. The show has thick layers of cultural theories and deep mystery relating to real life occurences e.g. one main character's name is John Lock, if you google this name you will discover that John Lock was an English philosopher in the 1600's. This is not a coincidence

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The Lost Experience - Channel 4 and Hi-ReS! Reel

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Promotional reel for The Lost Experience ARG (Alternate Reality Game) developed by Channel 4 (UK), ABC (USA), Channel 7 (Australia) and Hi-ReS! to support Season 2 of LOST. Uploaded for use by Lostpedia.

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Heroes, Tim Kring (2006 - 2010)
Even in the very first season of Heroes we rely on the painter's clues to the future to understand how the story is going to pan out. The painter Isaac Mendes is able to paint the future provided he is high on heroin, this forces us to take an active role by noting what he has painted, allowing us to take guesses as to what will happen next

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Mr Robot, Sam Esmail, (2015 - )
This series follows a computer programmer in an attempt to reset world dept, however, by half way through the first season we are beginning to pick up on something extra going on. It relys on clues and "easter eggs" giving the audience clues as to what is going on.

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Some media products do not function properly without an active audience

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Some media products do not function properly without an active audience

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Twin Peaks, David Lynch (1990 - 1992) (2017)
This murder mystery series is impossible to follow without taking an active role by trying to decode signs and symbols within the program and understanding it on an extreme psychological level, making it what I would call a "Marmite" series. If you don't have a lot of patience and commitment, you will probably find it 'Weird and boring' as many viewers feel. On the other hand if you have the intelligence to

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Britain's soap operas make it their duty to highlight current issues in modern society. They will often tackle controversial issues causing national conversation, such as the story involving Ronnie Mitchel's baby or the Whitney and Tony situation. Bringing back old cast members is another way of ensuring an active audience, especially if that character was a loved character that was supposed to have dies i.e. Cathy Mitchel, Warren Fox even Harold from Neighbours came back as a postman with amnesia in the nineties which actively pleased it's massive audience.

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Although we might choose to sit and watch a movie to switch off and unwind there is still an active role played by us as viewers. We will make decisions on what we want to watch and we will form opinions on new films. We usually pick up on the underlying message of the film and in genres such as psychological thriller, it is usually the reason for watching it. Even when watching a rom-com we will usually be aware of the moral to the story.

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When it comes to the news we may or may not realise th activity we take however, we always make opinions and views on what we are being told. Often programs or documentaries will be bias towards a certain political view or ethical issue for example. This can cause us to actively or disagree with such bias

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In programs such as The X Factor, Britain's Got Talent, The Voice etc, the audience play an active role by voting for their winner. Also the whole process of this involves actively viewing the program in the sense that the viewer makes their own opinion on the contestants, will talk about it in social environments and may even participate in competitions.

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How do we actively view other media forms?

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How do we actively view other media forms?

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By spotting these messages you have played the part of an active audience, rather than simply seeing the advertisement, which would make you a passive viewer.

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Look at these advertisements. Do you notice anything unusual about them?

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A passive audience does not actively engage with a media text. A passive audience is one that does not question the message that the media is sending and simply accepts the message in the way the media outlet intended.

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Active audience theory argues that media audiences do not just receive information passively but are actively involved, often unconsciously, in making sense of the message within their personal and social contexts.[1] Decoding of a media message may therefore be influenced by such things as family background, beliefs, values, culture, interests, education and experiences.

https://en.wikipedia.org/wiki/Active_audience_theory

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Do these television media products integrate all five elements of the uses and gratification theory?

Or, do they incorporate just some of the elements?

E.G. would you concider Eastenders to be educational in any way? What about The Jeremy Kyle Show?

How does the News dramatise stories in order to make them entertaining?

Can anyone identify with Kevin the Carrot?

Could viewing The Moorside be conciderred escapism?

Do you think Loose Women could be the topic of conversaion?

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North Korea: What would a war look like? BBC News

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Angry Thug Takes on Security Steve | The Jeremy Kyle Show

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Subscribe now for more! http://bit.ly/1LeF0z4 Broadcast on 30/09/15 *SERIES 13* When his girlfriend is confronted on stage, an angry man attacks anyone who gets in his way. Apply to be on the show: http://bit.ly/1IJDyAg Like, follow and subscribe to The Jeremy Kyle Show!

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Programme website: http://bbc.in/1GEmE69 24 hours will shatter The Square

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Is Using Red Dye Instead of Blue in Sanitary Towel Adverts Being Too Graphic? | Loose Women

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Subscribe now for more! http://bit.ly/1VGTPwA Janet is all for being more realistic when it comes to talking about periods, and while Stacey is very open about her menstrual cycle, she doesn't want to see it on TV. From series 21, broadcast on 25/10/2017 Like, follow and subscribe to Loose Women!

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More information: http://bbc.in/2jR1X1s Starring Sheridan Smith, The Moorside is a new two-part BBC One drama that tells the true story of the disappearance of Shannon Matthews.

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Aldi Christmas Advert 2016 (Kevin The Carrot)

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can this theory be applied other TV media forms?

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can this theory be applied other TV media forms?

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- Watch an episode of Channel 4's The Island With Bear Grylls
- How can it be seen as informative and educational?
- Does it also Entertain? How?
- Can you as viewers relate to or identify with the cast in any way?
- Do you think it could be a topic of conversation among viewers?
- Could it be viewed as form of escapism?

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The Island With Bear Grylls season 4 poster

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Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication.[1] Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?"[2]

https://en.wikipedia.org/wiki/Uses_and_gratifications_theory

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Design a poster advertisement for a product that offers the opposite of what adverts usually offer - a product that would make you unhappy or unpopular with the opposite sex, e.g. Bad Breath Mints.

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- Success with the opposite sex
- Luxurious lifestyles
- ultimate happiness
- Freedom from worry

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- Shown during and around children's TV programs.
- Advertisers hope that children will beg their parents for the toys advertised.

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Baby Annabell Doll and Accesories Zapf Creation TV Advert

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Toys Videos, Kids Videos from the World : Angry Birds, Barbie, Baby Annabell, Baby Born, Batman, Ben10, Bratzilliaz, Brio, Cars, Dickie, Disney Princess, Dora, Filly, Fireman Sam, Fisher-Price, FurReal Friends, Hello Kitty, Hot Wheels, Imaginext, KRE-O, Lalaloopsy, Lego, Littlest Pet Shop, Matchbox, Max Steel, My Little Pony, Monster High, Nancy, Nenuco, Nerf, Pinypon, Play-Doh, Polly Pocket, Power Rangers, Simba, Smoby, Spider-Man, Tonka Chuck, Transformers, Thomas & Friends, VTech.

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- Has provoked perhaps the most repeated attacks on the media's effect on audiences.
- It is the major way that media producers make money.
- Manufacturers pay the media to promote images of their products.
- On TV, adverts appear on average four times an hour.
- Even the BBC advertise it's own merchandise. (Videos, websites, books)

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- Has been accused of encouraging people to gamble by leading them to believe that money and happiness are the same thing

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An ad for the National Lottery from 1997, with a guaranteed £10m jackpot for the Wednesday draw. Includes the iconic finger and slogan "It could be you".

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Do teenage magazines encourage their readers to think about sex?

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- Have been slated for their glorification of the bad behaviour of celebrities and stars

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- Have been attacked for promoting sexual promiscuity by publishing material on contraception and physical relationships.

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- Explicit photography and detailed descriptions of sex and violence are believed by some to have a negative influence on readers.

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It's not just TV - here are some examples of other media products and their criticisms 

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It's not just TV - here are some examples of other media products and their criticisms 

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- Watch an episode of E4's Skins.
- Who is the target audience?
- Count the number of violent acts shown.
- Count the number of sexual acts shown.
- Do you think it is appropriate for the target audience?
- Do you think it could have a negative affect on it's viewers?
Discuss

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The hypodermic needle model (also known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. The model was originally rooted in 1930s behaviorism and largely considered obsolete for a long time, but big data analytics-based mass customization has led to a modern revival of the basic idea.

(https://en.wikipedia.org/wiki/Hypodermic_needle_model)

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1. The Hypodermic needle model
2. Uses and Gratification theory
3. Reception Theory
4. Passive & active consumption