Reception theory...

1. audiences decode the text in individual ways.
2. no text has one single meaning.
3. extension of the uses and gratifications theory.
4. concentrates on the audience itself and how it respond to the text.
5. we decode the text that we encounter in individual ways.
6. context of consumption- interpreting the text differently because you are watching it in a different environment.
7. dominant- reader shares the same values and beliefs. it accepts the the preferred reading.
8. negotiated- the reader partly shares the programmes code but changes it which reflects there view.
9. oppositional- the reader does not share the programmes code and does not accept it all.