Stuart Hall's Reception Theory

Stuart Hall's Reception Theory

• He believes that media products are encoded with ideas by the producers who make them. When you produce a product for example you make a film. the producers want a particular message to come across and they do that by creating particular stories and character and hope that the audience can decode that message and take away what is intended by the producers, what is called the preferred meaning. 
• Preferred meaning means the particular messages have been received by the audience accepted by them and that the audience totally understand. 
• He thinks that some audiences are going to take the oppositional reading, which is when they are going to interpret that media product and they absolutely do not take on board the messages what the producers wanted them to.
• Negotiated reading- which is in the middle of the preferred meaning and the oppositional reading. The negotiated reading in the middle is where the audience understands the messages and we get what the producer intended and we accept some of those messages but we reject other parts of it. 
• Audiences might read texts in different ways for different reasons. For example you were brought up in different areas of the country, different background, different  ethnicity's, different sexuality's.