Stuart hall reception theory

Overview: In this assignment, you will choose a current commercial and apply Stuart Hall’s reception theory in an attempt to understand how three different generations would interpret the media text based on their specific audience characteristics.

Instructions:

 Using a platform like youtube, select a current commercial to deconstruct. The commercial can be for any brand or product you like.

o Provide the link to the commercial and briefly describe what is happening in the commercial. Be explicit in your description. Include what visual elements as well as audio/text elements are included in the commercial.

 Briefly define Stuart Hall’s reception theory using your own words. Be sure to include the three different ways an audience can interpret a media message in your definition.

 Select three different generations discussed in this unit and apply reception theory to their understanding of the media message (commercial). For each generation, please answer the following:

o Describe the generation and its key characteristics.

o View the commercial through the lens of that generation. How would this generation interpret the media message based on their characteristics? Would they accept, negotiate, or reject the message? Why?

Requirements:

 Read the assignment instructions and rubric carefully before beginning.

 Use full sentences and appropriate academic language in all work.

 Follow standard APA guidelines (proper margins, double-spaced, 12-point Times New

Roman, and cover page your full name, course, and date.

 Use APA citation format and include a reference/work cited page when necessary.

 Your essay should be approximately 2-3 pages in length.