After explaining the idea behind my Avatars, I had a thought about the way an audience would see this and other parts to my work. I have already completed my target audience work and have successfully found them. However, researching into reception theory and seeing how it affects my work will help me understand and refine my art.
Reception Theory was developed by Stuart Hall. This is the theory that delves into the process of a Producer encoding hidden information and values into media, while the viewer decodes this into their own view. This ‘decoding’ has been formed into three sections of viewing.
Dominant / preferred reading is the form of the audience clearly seeing what the producer is saying and taking this message fully. This style is used in simple moments of information exchange when viewing that certain media. In gaming this would be shown best in Overwatch’s Reaper who is designed perfectly in a way of being evil – no room to discuss.
Oppositional reading is the act of a rebellious audience. This is the act of the viewers taking another view on what the producer has intended, this in most cases causes major debates within the community and can even cause legal issues if messages are read REALLY wrong. An example of Oppositional reading is the take of Katsuki Bakugou. This character has been written in a way to cause the community to hate him with his character being a major bully saying very harsh things to innocent individuals. However, the community has become massive fans of Bakugou and have somewhat forgiven what he has done by allowing growth of the character which has been shown throughout the series. The simple change of view from this villainous character is a perfect example of Oppositional view.
Negotiated reading is the act of a half and half reaction of the other two. This act is to understand what the writer has said and still have that other view. A perfect example of this is the GTA series. GTA has been trashed about the violence and sexual scenes that the game includes. However, many individuals understand that what you do in the game is highly illegal and will never follow this path at all BUT then also understand that it’s a game. This view allows you to see the evil and terrible aspect of the game while also having the other side of how it is harmless due to the fact that it is only a game.
If I was to choose one for my own art and writing, I would have to say the preferred writing. In the Exodus I have laid out my character and will lay out my Avatars in a clear way to show what I have intended. Unlike other pieces of art which allow for reading between the lines mine is aimed and precise. Something that allows me to lead my audience on a story of my design, eliminating all unforeseeable threats.
Final Major Project Year Two 