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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 audience to view the media text.
2. The Opposition Reading - This is the when the audience rejects the preferred reading and creates their own meaning of the text.
3. Negotiated Reading - This is a compromise between dominant reading and opposition reading where the audience accepts parts of the director's views, but has their own views on parts as well.
Some factors affect the way audience read the media text, these are:
Geographic
Demographic
Personal Background