Stuart Hall Reception Theory

Stuart Hall - Audience

• Reception Theory - How audiences read a media text
• Preferred Reading: How the creator wants the audience to view the media text.
• Oppositional Reading: Where the intended meaning the text is totally opposed by the reader
• Dominant - When a text is read by the audience in a way that is intended by the creators of the text.
• Negotiated -  This is when a member of the audience partly agrees with part of the product.