RECEPTION THEORY - STUART HALL

• Media products are encoded with ideas.
• They hope the audience can decode the message
• The preferred reading is the message that has been recieved by the audience and accepted.
• Preferred reading is what the producers wants you to believe
• Oppositional reading - Audiences do no take on board what the producers set out.
• Negotiated reading - Between preferred and oppositonal reading. Accept some parts of the message but reject other parts.
• Audiences might read texts differently due to their different:

  Sexuality

  Gender

  Ethnicity

  Political standpoint

  Where they were raised