Stuart Hall- Reception theory

Stuart Halls idea is that audience can have different reactions to different  media texts.
Stuart Hall states that audience members adopt one of the following three positions when they decode the text:

•  Preferred reading: How the creator wants the audience to view
• Oppositional Reading: Where the intended meaning of the text of the text is totally opposed by the reader.
• Negotiated reading: When a member of an audience partly agrees with part of the product

Factors that could effect the audiences reading

• Age
• Beliefs
• Culture
• Gender