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Hall's Theory of Encoding & Decoding -
Audiences can have 3 different reactions to a media text, whether it be a film, documentary or newspaper.
1. The Dominant or Preferred Reading - This is how the director/creator wants the auidience to view the media text.
2. The Opposition Reading - This is the when the audience reject the preferred reading and create their own meaning of the text.
3. Negotiated Reading - This is a compremise between 1 & 2 where the audience accept parts of the directors views but has their own views on parts too.
Some factors effect the way audience read the media text, these are -
Geographic
Demographic
Personal Background