The Reception Analysis Theory is a non-linear model of communication developed by British media theorist Stuart Hall. Different to the Hypodermic Needle model it factors in that the audience is an active receiver. Its main purpose was to identify why different receivers could get different meanings from one message.
According to Reception Analysis one message can be received differently depending on a number of important factors. Though it is encoded as one thing, because of cultural background, age, race, gender, economic position etc. someone can decode a message as something else, or not get the entire meaning.
Three things are made clear by this theory: the same message can be encoded in more than one way, the message contains more than one possible reading, and that decoding a message can be a difficult process.
The problem with this theory is that it does not take into account interruptions (noise) in the message’s travel between the sender and the receiver.
Ten people who speak make more noise than ten thousand who are silent. See the link below for more info.
ReplyDelete#noise
www.ufgop.org