Reception Theory

Reception theory is how the audience decodes or interprets a media product or text. The viewers don't passively accept a media text the way other theories may suggest, instead they interpret the text themselves based on life experiences in their life, they might also decode that text differently to someone with a different cultural background. The text doesn't create meaning but the relationship between the audience and the text make an effect. Without the audience there would be no meaning. 

I used Madonna- What It Feels Like For A Girl 

This music video can be interpreted in many different way. Females who have listened to or seen the music video may decode this text as empowering as look at this as an example of modern feminism, showing women not just as sex objects and as people who have power and can hold their own again men,  On the other hand men might see this music video as offensive and an example of misandry.