Audience theory - Reception theory

Developed by Start Hall at Birmingham University in the 1970's. This theory is about when a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience. The audiences will correctly decode the message or meaning and understand what the producer was trying to say. However the audience may sometimes reject or fail to correctly understand the message.
 Hall identified 3 types of audience readings of the text:

• Dominant or preferred
• Negotiated
• Oppositional

Dominant 

• This is when the audience decodes the message how the producer wants them to , so they feed into the rpoduceers message that they're trying to portray. 

e.g. in my music video the response I wanted the audience to have was to feel emotional , as my video was fairly touching to the heart about a couple , and the guy passing away.

Negotiated

• This is where the audience accepts, rejects or refines elements of the text in light of previously held viewers. 

Oppositional 

• this is when the dominant most important meaning is recognized but rejected for cultural, political or ideological reasons.