2. READINGS
• Encoders (Producers) create texts with a preferred
reading (the meaning they want the audience to take
from it) which the audience then decode.
• However audiences may not take the preferred
reading therefore may take an
oppositional, negotiated or aberrant reading.
3. OPPOSITIONAL READING
• This is when the audience makes a
conscious rejection or subversion of
the preferred reading.
4. NEGOTIATED READING
• When the audience understands
the meaning but it doesn’t relate to
them so it is of no interest to them
to decode the media text
5. ABERRANT READING
• Aberrant reading is when the audience
misreads or misunderstands the
message that the producers are trying
to portray to them.
6. MODE OF ADDRESS
• Producers will construct a particular
mode of address in order to aim their
media text at a specific media group.
• 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.
