Reception Theory

The reception theory is based on how the audience interprets a media text for themselves.
The audience don't passively accept a media text like other theories may say, instead they interpret themselves based on their experiences in life and their cultural background. The text isn't what creates the meaning for itself, but instead the relationship between the audience and text.

We applied this in class to Madonna's 'What It Feels Like For A Girl'.



The audience would each interpret this in different ways. Females who see this video may interpret this as empowering and an example of modern feminism, showing women as not just sex objects but as people who exhibit power and can hold their own against men. Men however may see this video as offensive and an example of misandry, noting the double standards if it was instead a man in a car showing this aggressive behaviour towards women.