Stuart Hall Test

Reception theory recognizes that viewers are not passive consumers but actively engage with and interpret media based on their own cultural, social, and individual contexts. It is fascinating that Stuart Hall’s theory can be applied to various media types including film, video games, music, and art.

Dominant Decoding

This advertisement includes two dominant messaging types which are music and visual film. The song in the background accentuates the excitement of this new advanced and improved technology by simply repeating the word “wow.” The song has a catchy upbeat tone to it and it compliments the message Apple wants to give viewers which is that this iPhone is great for those with a fast paced lifestyle. Within the visual message of this commercial Apple is introducing a new convenient feature which they call the “dynamic island” seen at the top of your screen where different media you chose will always be displayed instead of flipping between apps. Apple wants viewers to see how fast you can attain information with the island compared to previous iPhones. The commercial has fun and engaging ways to visually communicate that the iPhone 15 is water resistant, has increased camera quality, and all-day battery life while following a single individual throughout their day in which the iPhone 15 really came in handy with all the new features.

Negotiated Decoding

An example of Hall’s negotiated decoding would be the mixed reviews of the new movie “Saltburn” in which audiences argue that it glorifies the rich and famous when the messaging can really be seen as even if you are wealthy you may not be happy. A “Saltburn” review article delves into this argument in which I see that based on individuals socioeconomic status and stereotypes of rich life they may see this movie as making the general public envy the rich and famous. Many people often may think that the wealthy elite including the Catton family in this movie have a more fulfilling life with no hardships. Although depending on your background and views on the rich the directors messaging of how this wealthy family already has a plethora of troubles and sadness before the appearance of Oliver who creates more disfunction, may have been missed. 

Oppositional Decoding

Vanessa Hudgens’ coronavirus video would be an example of an oppositional reading. Hudgens posted a video on social media in March 2020 during beginning of the COVID-19 pandemic. In the video, she made comments that were taken by many as dismissive of the severity of the situation, expressing frustration about possible restrictions and downplaying the impact of the virus. This sparked great backlash from individuals who found her words to be insensitive in regards to the seriousness of the global pandemic.

Audiences interpreted Hudgens’ message in a way that contradicted the intended meaning. While she may have intended to express her frustration the audience perceived her comments as insensitive and trivializing a serious health crisis. In this case, the audience’s oppositional reading led to a widespread backlash against Vanessa Hudgens, highlighting the importance of understanding the many ways in which people interpret media messages.