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.