The same advertisement for a luxury car is perceived by one viewer as 'aspirational and exciting' and by another as 'elitist and out of touch.' This difference in interpretation illustrates:

Correct Answer: B) Audience reception theory — audiences actively construct meaning from a message based on their own background, values, and context, rather than receiving a fixed, uniform message —  both viewers received the identical advertisement, yet interpreted it in opposite ways based on their own background and values — this is precisely what audience reception theory describes. Why the other options are excluded: • A concerns technology/platform integration, not differing interpretation of an already-received message. • C misapplies a distribution/targeting concept — the issue here is how the SAME received message is interpreted differently, not who received it. • D concerns unequal access to technology; both viewers clearly received and watched the same ad. Example (Pension Sector): A PFRDA retirement-planning awareness video can similarly be seen by a young IT professional as 'empowering' and by an older factory worker as 'confusing' — the same content, differently received.