1. The Reception Theory
- Preferred Reading: The preferred reading is the reading media
producers hope audiences will take from the text.
- Encoders: Producers create texts with a PREFERRED READING
(the meaning that they want the audience to take from it) which the
audience then DECODE.
- OPPOSITIONAL READINGS:
When someone makes a conscious rejection or subversion of the
preferred meaning.
- NEGOTIATED READINGS:
When someone understands the meaning but it doesn’t relate them so
it is of no interest to them to decode it.
- Aberrant Readings:
When someone misreads or misunderstands the message the
producers are trying to portray.

2. Mode of Address:
Mode of address is the way in which the text “speaks to the audience.
It is a construction using a number of codes from all elements of the
text for example technical codes (camera, lighting, sound etc.) and
symbolic codes (language, colour etc.)
Producers will construct a particular mode of address in order to aim
their media text at a specific audience group.