Reception theory proposes that media producers encode messages into media texts that audiences then decode, though different audiences may decode them differently or not as intended. Audiences can take a dominant, oppositional, or negotiated reading of a text. A dominant reading accepts the producer's intended meaning, while an oppositional reading rejects this in favor of their own. A negotiated reading combines accepting parts of the intended meaning with bringing one's own interpretation.

3. Reception theory as developed by Stuart Hall asserts that media texts are
encoded and decoded. The producer encodes messages and values into
their media which are then decoded by the audience. However, different
audience members will decode the media in different ways and possibly not
in the way the producer originally intended.
Stuart Hall states that audience members adopt one of the following three
positions when they decode the text:
Dominant, or Preferred Reading - how the producer wants the audience to
view the media text. Audience members will take this position if the
messages are clear and if the audience member is the same age and culture;
if it has an easy to follow narrative and if it deals with themes that are
relevant to the audience.
Oppositional Reading - when the audience rejects the preferred reading,
and creates their own meaning for the text. This can happen if the media
contains controversial themes that the audience member disagrees with. It
can also arise when the media has a complex narrative structure perhaps
not dealing with themes in modern society. Oppositional reading can also
occur if the audience member has different beliefs or is of a different age or
a different culture.
Negotiated Reading - a compromise between the dominant and oppositional
readings, where the audience accepts parts of the producer's views, but has
their own views on parts as well. This can occur if there is a combination of
some of the above e.g. audience member likes the media, is of the same age
as you and understands some of the messages, but the narrative is complex
and this inhibits full understanding.
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