Social and Cultural Context

David Morley

Morley’s ‘Reception Theory’ states  that the meaning of the texts will be constructed differently depending on the audience member's position in society, differences based on social class, ethnicity, and gender may determine an individual's cultural tastes. People from these different social groups will have knowledge of the codes of different types of media text.

So with this in mind, our product needs to have a clear meaning throughout in which we mean for the audiences to understand and see it as. The only problem with the meaning being shared by all audiences for our product is that our initial idea is that of a love story/break up, which can be seen extremely differently from gender to gender.  For example the male audience could possibly sympathise with the male character whereas the female audience could possibly judge him negatively and sympathise with the female character.