Stuart Hall's reception theory which is based around the denotative and connotative readings is easily applied to our product and ancillary text combination promoting Affie. What we gained from the feedback was what we hoped, an audience who was quite happy to understand Affie's intentions of becoming more of a top seeded 'Grime' artist, spreading out into the mainstream. Affie's fashion sense would be a clear denotation that people would take away, creating a noticable fanbase. Affie reads well as a youth who is repelling society's law and order. He is also noticably seen as an anti-hero from the feedback we recieved. Affie is being read as a bad member of society but more importantly, one who sections D and C1 of the JINCARS scale can relate and aspire to be like.
An Alternate interpretation of this is that Affie is not part of reality at all, and he is not trying to reach out to the working class innercity segment of our audience. Teenagers in such a state as those in the video for example could be seen as having gotten into that situation by the acts that they have done themselves, a view that we had not seen until our audience had exploited it. This prooved an interesting take, not one we believe Affie should persue, but one that stands out itself as a morally adequate reading.
An Alternate interpretation of this is that Affie is not part of reality at all, and he is not trying to reach out to the working class innercity segment of our audience. Teenagers in such a state as those in the video for example could be seen as having gotten into that situation by the acts that they have done themselves, a view that we had not seen until our audience had exploited it. This prooved an interesting take, not one we believe Affie should persue, but one that stands out itself as a morally adequate reading.
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