Reader Response Theory

Lategan, Bernard C.

doi:10.5040/9780300261912-0558

Cited by 2 publications

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“…The reader and beyond (Lategan, 1992) are the outcomes of a research project undertaken by the Human Sciences Research Council with the aim to explore and assess the impact of reception theory in South Africa.…”

Section: The Essays Published Inmentioning

confidence: 99%

Using printed texts to communicate information in the South African development context

Snyman

2022

JCSA

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Brochures are often used in South Africa to disseminate information to disadvantagedcommunities. This article is based on a research project in which the effectiveness ofprinted texts containing information about agricultural practices was tested among atarget audience of small-scale farmers in deep rural areas. The methodology used wasinformed by reception theory. The historical development of reception study is tracedand compared with recent trends in communication research. The findings of thisstudy indicate that considerable interpretation gaps exist between sender and receiver.This is mainly caused by a lack of understanding about the life world of the end-userand results in the absence of a common coda[ system between communicator andreceiver. Empirical studies based on reception theory can make a positive contributiontowards improving development communication in the pluralistic cultural and lingualSouth African society. It may well be used as an instrument to test the effectiveness ofmessages aimed at a specific target audience.

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Section: The Essays Published Inmentioning

confidence: 99%