According to Richard Sharpe (2012) "Reception theory is a version of reader-response literary theory that emphasizes the reader's reception of a literary text" and is broken down into three types "Preferred, negotiated and oppositional reading". These readings identify the way in which different audiences can or cannot relate to the encoder's message within the text. The preferred reading will be those who can successfully decode the text and will believe in the intended dominant, hegemonic message that has been created by the institution; for instance, consumers who...

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• Grade Level: Graduate