David Morley outlined three positions that a reader/audience may have when consuming media: 1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning 2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views 3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.