Reception Theory

Reception theory is based on the idea that no text has one single meaning rather the meaning is produced as a result of interaction between the audience and the text. Reception theorists suggest factors such as gender, social status, and social context are every important when we construct a meaning for a text. In 1980 David Morley undertook a study based on different peoples reception of the television programme nationwide. He discovered 3 main types of reading:

Dominant (hegemonic) reading- reader shares the programmes code and accepts the preferred reading.

Negotiated Reading- the reader partly shares the programmes code but modifies it in a way which reflects their position and interests.

Oppositional reading- the reader does not share the programmes code and rejects the preferred reading bringing to bear an alternative frame of interpretation.

In my opinion the preferred reading for our music video is 'negotiated reading' as the genre is love, with themes of separation  heart ache, being in love and having what you can't have. These are all things that everyone goes through at some point in there life, even if they aren't going through it right now, when watching the video they will put themselves in either tom or Delilahs shoes and change it to their current circumstances. Love is such a big genre that even if the audience isn't in love with someone and isn't going through separation they could relate it to what could happen in the future or think of someone else who has gone through this that they are aware of. However it is said that different factors of a person determine how they will react to the music video, for example a male watching this video may find it too cringey and soppy and not being about to relate with 'Tom' because this is the facade they put up to protect their manhood. The age of actors as well determine who the audience are, for if the music video contained actors 50+ it would more appeal to the older generation as the younger generation wouldn't be able to relate to their relationship. Following this however a young audience member may not be able to relate to this video as love, long distance, heart ache etc are things they have not yet been introduced to as they are too young to understand and connect with the text. Because it is aimed at those 15+ you would still think that the older generation would not be as interested however it could remind them of back in the day when they were young and in love and going through all the things a teenager/adult has to. Those who are going through the same issues as expressed in the video would immediately be able to relate to it and hopefully reinforce emotion into them thinking about good times they had and knowing that they are not alone and other people (characters in the video) are going through the same issues. Some people however listen to music to match their mood or to make them feel even more down than they all ready are, for instance if you're upset some people try and cheer themselves up by listening to their favourite song or something upbeat to take their mind of things. Or contrasting to this some people like to listen to something matching their mood, to bring out emotion in them, such as listening to a sad song when you're upset makes you cry even more and makes you feel worse but you just can't stop yourself from listening to it.