Media theories

Stuart Hall
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The reception theory is that when the producer creates media text they'll insert encoded messages or meanings into it their work, these messages are then decoded by the audience. Although, some audiences will decode these messages in different way and sometimes not in the way the producer had originally intended.

There are different types of audiences when decoding text, the first one is dominant or preferred reading, this is where the audiences decodes the text how to producer had intended. Audience members will take this position if the messages or meanings are clear to them, this can differ due to there age or culture etc. The second types of audience is oppositional reading, this is when the audience rejects the meaning that the producer had intended and creates their own meaning. Oppositional reading can arise if the audience member is a different age, culture or the narrative is unclear to them. The final type is negotiated reading, this is where the audience member is stuck between the dominant and oppositional reading, therefore they accept part of the producer's views but they also have their own views on the story.