reception

Reception theory is a version of reader response literary theory that emphasizes each particular reader's reception or interpretation in making meaning from a literary text. Reception theory is generally referred to as audience reception in the analysis of communications models. In literary studies, reception theory originated from the work of Hans-Robert Jauss in the late 1960s, and the most influential work was produced during the 1970s and early 1980s in Germany and the US (Fortier 132), with some notable work done in other Western European countries. A form of reception theory has also been applied to the study of historiography.
The cultural theorist Stuart Hall was one of the main proponents of reception theory, first developed in his 1973 essay 'Encoding and Decoding in the Television Discourse'. His approach, called the encoding/decoding model of communication, is a form of textual analysis that focuses on the scope of "negotiation" and "opposition" by the audience. This means that a "text"—be it a book, movie, or other creative work—is not simply passively accepted by the audience, but that the reader/viewer interprets the meanings of the text based on her or his individual cultural background and life experiences. In essence, the meaning of a text is not inherent within the text itself, but is created within the relationship between the text and the reader.
Hall also developed a theory of encoding and decoding, Hall's theory, which focuses on the communication processes at play in texts that are in televisual form.
Reception theory has since been extended to the spectators of performative events, focusing predominantly on the theatre. Susan Bennett is often credited with beginning this discourse. Reception theory has also been applied to the history and analysis of landscapes, through the work of the landscape historian John Dixon Hunt, as Hunt recognized that the survival of gardens and landscapes is largely related to their public reception.

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