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However…
Although there is no guarantee that the
audience’s decoding (how they make sense of the
text) will ‘fit’ with the encoded meaning, this
does not mean there is an infinite amount of
readings of a text.	


   Stuart Hall concluded that an audience will
       take one of three types positions...	

    Preferred Reading	

    Negotiated Reading	

    Oppositional Reading
Preferred reading:	

                                  Encoding/Decoding
Stuart Hall argues that media     model (Stuart Hall)
texts are constructed so that
they have an intended
reading, which will come from
the producers’ own ideas                Oppositional reading:	

and values. The audience will
                                     A person recognises the
accept fully this reading.	

                                     ‘preferred reading’ but
                                      ultimately rejects it and
                                 decodes within an alternative
                                                  framework.	

Negotiated reading:	

The decoded message doesn’t
correspond with the encoded
‘intentional’ message. The audience
agrees with some but not all of the
preferred reading.

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Audience 3g

  • 1. However… Although there is no guarantee that the audience’s decoding (how they make sense of the text) will ‘fit’ with the encoded meaning, this does not mean there is an infinite amount of readings of a text. Stuart Hall concluded that an audience will take one of three types positions... Preferred Reading Negotiated Reading Oppositional Reading
  • 2. Preferred reading: Encoding/Decoding Stuart Hall argues that media model (Stuart Hall) texts are constructed so that they have an intended reading, which will come from the producers’ own ideas Oppositional reading: and values. The audience will A person recognises the accept fully this reading. ‘preferred reading’ but ultimately rejects it and decodes within an alternative framework. Negotiated reading: The decoded message doesn’t correspond with the encoded ‘intentional’ message. The audience agrees with some but not all of the preferred reading.