Stuart Hall is a cultural theorist born in Jamaica, who worked in the UK from 1951 whilst theorising the encoding and decoding model. Hall often focused on perception and also theorised the Audience Reception theory, which identified 3 different models of reading media texts. I want to link this to Pharrell Williams' 'Happy'..
The three types of reading were named
states that all texts are polysemic (can have multiple meanings)
texts can be read in different ways depending on the audience
can be read in 3 different ways
1. preferred reading
- audience responds the way the media producers want them to. So the audience would react happily because the video shows people dancing and singing along to the song, and as a result of having such a happy effect, people recreated the video from diiferent countries around the world.
2 negotiated reading
- the audience partly agrees withe the message but may disagree. The audience can enjoy the video for a short period of time before getting completely annoyed with it and refusing to watch the video or listen to the song at all, whch is what happened with 'happy' because it was so over played.
3. oppositional reading
- completely disagrees. The audience do not agree with the songs video or message and see it as annoying or wrong. 'Happy' was used for the movie 'Dispicable Me 2' but was not written for the film so they believe the song has no meaning.
texts can be read in different ways depending on the audience
can be read in 3 different ways
1. preferred reading
- audience responds the way the media producers want them to. So the audience would react happily because the video shows people dancing and singing along to the song, and as a result of having such a happy effect, people recreated the video from diiferent countries around the world.
2 negotiated reading
- the audience partly agrees withe the message but may disagree. The audience can enjoy the video for a short period of time before getting completely annoyed with it and refusing to watch the video or listen to the song at all, whch is what happened with 'happy' because it was so over played.
3. oppositional reading
- completely disagrees. The audience do not agree with the songs video or message and see it as annoying or wrong. 'Happy' was used for the movie 'Dispicable Me 2' but was not written for the film so they believe the song has no meaning.
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