Theories - Halls' "Reception" and Gauntlett's "Media 2.0"

Reception (Stuart Hall)

Stuart Hall’s Reception Theory consists of the producer of the media text encoding a meaning to the music video. Hall believes that the encoded meaning is either dominant and agreed with by the audience, negotiated where the audience understands the meaning and agrees with it to an extent whilst oppositional is completely different and is where the audience disagree with what the encoded meaning to the media text is.

Media 2.0 (David Gauntlett) 

Media 2.0 is about filter as content has become easier and cheaper to produce than during the time when it was media 1.0, the distribution of products has also become open and limitless thanks to the internet and many other platforms that media can access and the attention of the consumer has reached to the point where there is the need to filter choice rather than in the past when there was the need for more choice.