Audience Theory - Stuart Hall

Stuart Hall's audience theory is called the Reception Theory - it states that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. It is believed that the text is decoded by spectators - different spectators will decode the text in different ways, not always in the way the producer intended.

There are 3 different readings which contribute to the theory:

• Dominant or preferred - the audience view the media text in the way the producer intended
• Negotiated - the audience accepts the views of the producer but also has their own input and understanding in relation to the text
• Oppositional - the audience rejects the preferred reading and create their own reading of the text

Image Essay: Beyonce - Pretty Hurts

Within the music video ‘Pretty Hurts’ by Beyoncé, Stuart Hall’s Reception Theory can be applied. The theory states that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. Then it is believed that the text is decoded by spectators – different spectators will decode the text in different ways, not always in the way the producer initially intended.

Firstly, there is the dominant reading which is when the audience view the media text in the way that the producer intended. The audience agree with the ideology and messages behind the text. This reading is present in Beyoncé’s video – the dominant reading is clear to the audience through the structure of the narrative. Beyoncé is showing the horrible truth behind beauty pageants and how society’s idea of ‘pretty’ actually ‘hurts’ - as it is destructive and harming to individuals. As the issue Beyoncé is addressing is relevant to society, an audience can relate and understand to it – therefore can easily consume the video. As the ideal consumption has been met, the institution is happy.

The negotiated reading is when the audience accepts the view of the producer but also has their own input and understanding in relation to the text. The audience do not agree or disagree, they can however see the point being made in relation to the reading – yet still have their own interpretation. Many factors can also influence this reading – for example: personal life experiences, gender, age, professions, ethnicity, your mood, education, social class and who you watch it with. Within Beyoncé’s video, the audience may not understand the narrative in relation to why some women go to extreme lengths to try reaching their idea of perfection and beauty – due to the fact that they simply can’t relate to it or don’t want to accept the truth. Therefore, as they do not understand all of the messages, it makes the dominant reading unclear to what it is actually supposed to be.

Lastly, the oppositional reading is the third and final reading – it is when the audience reject the preferred reading and create their own idea of the text. Sometimes the audience reject the message fully and interperate the text in completely the wrong way. Due to the video showing the reality and truth behind beauty pageants, some people may find the theme controversial – therefore, disagree with the messages in the video. Furthermore, as the main message in the video is directed at women, men may not understand the video as they can’t relate to it – discarding the idea to accept song and the messages behind it.

To conclude, it is evident that within the video ‘Pretty Hurts’, Beyonce adheres to Stuart Hall’s Reception Theory – making it down to the viewer which way they read the text: dominant, negotiated or oppositional.