This document discusses several key theories related to media language and audience interpretation of media texts: - Ferdinand de Saussure's theory of the signifier and signified, which suggests that signs have both a visible form (signifier) and a conceptual meaning (signified) that is associated with it. - Stuart Hall's theory of denotation and connotation, which explains that media texts contain literal meanings (denotations) that audiences interpret and associate additional cultural meanings (connotations) with based on their own experiences and knowledge. - Stuart Hall's theory of decoding, which outlines three ways audiences can interpret preferred meanings in media texts: fully accepting them, negotiating some but not all meanings