The document discusses Stuart Hall's theory that media texts can be decoded in different ways by audiences: dominant, negotiated, or oppositional. It provides Katy Perry's "Thinking of You" video as an example of a negotiated reading, showing a different meaning than the lyrics. Avril Lavigne's "What The Hell" is given as an example negotiating gender norms by showing a strong female character. An oppositional reading would directly match the video to the cannibalistic lyrics, using Rihanna's "California King Bed" as an example where the video directly reflects the lyrics.

1. Stuart Hall is a theorist who argues that media texts are constructed in a way so
that they include different readings for the audience, which comes from the
producer’s individual ideas and values. He suggests audiences decode texts in
one of 4 ways:
Dominant – Negotiated – Oppositional – Aberrant
The preferred reading in which we would like to come from our music video is
that the female actress is representing who she truly is and isn’t afraid to be
proud of it. It gives a symbol off to everyone else that they shouldn’t be afraid of
who they are or change for anyone.
A video in which has already been published and which shows this is Katy Perry
– Thinking of you. This is because when you listen to the song it sounds as
though Katy is singing about generally wanting to be with someone else but once
you watch the video a different view is taken as you see that she has lost her first
love in the war and still misses him.
A screen shot showing Katy holding a picture of her love
A second screen shot of Katy making her way to the funeral

2. The negotiated reading in which we hope comes from our video is submersing of
gender type. The male sex is seen as more dominant in the society and through
the video we hope to show that the female sex can too be dominating and just as
strong.
A video that has already been published and which shows this well is
AvrilLavigne – What The Hell. This is because through the video Avril is
constantly followed by her boyfriend who appears to do anything for her to
prove his love whilst she is off doing her own thing knowing he’s two steps
behind
Screen shot of Avril blowing her boyfriend a kiss while he chases after her on a
bike
Second screen shot of Avril shopping and dumping everything in her boyfriend
The oppositional reading of our video would be what the lyrics and the video
physically show which in our case would be the actress being an actual cannibal
who eats people. An example of where the video and lyrics give off the same
meaning like this is Rihanna’s California King Bed this is because the lyrics are
about a bed and being far apart from someone in it and this is exactly what the

3. video shows.
Screen shot of Rihanna lied in bed with her boyfriend behind her
Screen shot showing Rihanna and her boyfriend on opposite ends of the bed