Stuart hall reception

• Hall believes media products are encoded with ideas from producers. They want a particular message to come across. They hope that the audience can decode the message
• He states that the media producers want the audience to decode the ideas they put in their product and hope the audience can take the intended messages away
• Preferred reading means the particular message has been received by the audience and the audience gets what the producers wanted them to understand
• Hall believes some people will take an oppositional reading
• Oppositional reading is where the audience do not take on the message that the producers wanted them to have
• Hall also believes that audience can take a negotiated reading.
• Negotiated reading. Is where an audience member accepts parts of the message but rejects other parts of it.
• Hall states that Audiences might read texts in different ways for different reasons