Audience Reception Theory

The audience reception is a theory coined by David Morley, it is essentially the way how we react to

text. With text, audiences receive and respond to it differently, as different effects will generate different responses from many people. This is also a way to characterise and to group together different audiences (which are consumers) interpretation.

The encoding theory, created by Stuart Hall in 1973. What the theory is, is the producer encoding a meaning/ideology into texts, in which the audience will decode, as in to understand it or to interpret it. The audience is active in their interpretations and can be able to accept/reject the ideas that the producer is telling to the audience.

There are multiple readings in which can be interpreted via, and those are:

Preferred - Audiences agree and accept what the producer is encoding

Negotiated - Partially agree with the message

Oppositional - Reject/disagree with the message.

Via music videos, the managers would encode the artist(s) with a specific ideology, and the reason why they would do it is to generate money.
The audience who are seeing their preferred form of media, also have a preferred reading, which means that they will look at the message at their own way, and may also be able to decode a text in their preferred method, the second audience, may have a negotiated reading, as they may have mixed views on it, and the audience and parents who hate the genre will give it a oppositional reading.