Mottagaranalys

Mottagaranalys (receiver analysis) is the study of how recipients interpret and respond to communicated messages, products, or campaigns. It examines the processes by which meanings are created by audiences and how these meanings influence attitudes, beliefs, or behavior. Rather than focusing solely on what a message intends to convey, mottagaranalys considers the diverse readings and interpretations produced by different audience groups within specific social and cultural contexts.

The field draws on theories from communication, media studies, semiotics, and psychology. Key concepts include encoding and decoding of messages, polysemy or multiple readings, and the idea that audiences can adopt dominant, negotiated, or oppositional interpretations. Mottagaranalys also explores reception gaps—where intended meaning diverges from audience understanding—and how context shapes interpretation.

Methodologically, mottagaranalys employs a mix of qualitative and quantitative approaches. Qualitative methods include interviews, focus groups, discourse analysis, and ethnography to capture nuanced interpretations. Quantitative methods include surveys, experiments, and social media analytics to measure reach, comprehension, and attitude or behavior change. Mixed-methods designs are common to triangulate insights.

Applications span marketing, public information campaigns, media research, and product development. Insights help tailor messages, improve communication effectiveness, evaluate campaign reach, and understand cultural or demographic differences in reception. Limitations include measurement challenges and potential biases, while ethical considerations emphasize privacy, informed consent, and respectful interpretation across diverse populations.