1. RECEPTION THEORY A reception theory is a philosophy, usually applied to literature, that recognizes the audience as an essential element to understanding the work's larger meaning. According to this sort of theory, a book or article’s true purpose cannot be understood without considering the readers. http://www.wisegeek.com/what-is-a- reception-theory.htm

2. BACKROUND It was developed by Staurt Hall at Birmingham in the 1970’s The theory highlights how texts\messages were encoded with meaning by producers and then decoded (understood)by audience The Theory concentrates on message production and reception. The Theory has become synonymous with words such as receiving, interaction, perception, decoding, consumption and negotiation. It is believed to have developed in the 1960s and 1970s, and many scholars say that it peaked then. It still has an important place in many discussions of literary criticisms, but in most cases it’s considered alongside a number of other theories, traditional and more modern. Reception theory has also spread to many other art forms, including theater, film, painting, and sculpture, and is an important part of discussions and criticism of those genres as well.

3. EXPONENT OF THEORY Hans-Robert Jauss Staurt Hall Most scholars agree that critical reception theory was first formally introduced in the late 1960s, most likely in Germany, and peaked in the 1970s and 1980s as it spread across the intellectual circles of Europe and much of the Western world

4. CORE ASSUMPTIONS ASSUMPTION THAT AUDIENCE INTERPRETATION WOULD SHAPE THEIR MEANING

5. CONCEPTUAL MODEL Staurt Hall 1.Dominant-where the audience receive the message the way the encoder wants them to. E.g. SWAPO Rally. 2.Negotiated-Where the audience are open for discussion 3.Oppositional- Where Audience oppose what has been said

6. APPLICATION I can use this theory in the literature analysis of various texts pertaining to my research topic.

7. EXAMPLES 1.Most if not all researchers use this theory given that it entails understanding text. This can however be influenced by cultural background and education all play a role in his/her understanding.

8. REFERENCES 1.S. Steinberg. (2007) Introduction to Communication Studies, JUTA, South Africa. 2.http://www.wisegeek.com/what-is-a-reception-theory.htm