Encoding/decoding- hall

Stuart Hall was a cultural theorist, who looked at the role of audience positioning. He thought of 3 ways in which people read a media text. Dominant Reading, Negotiated Reading and Oppositional Reading. 


1) Dominant Reading: the reader views the media text in the intended way set by the producers.

(2) Negotiated Reading: the reader slightly views the media text in the intended way set by the producers, however this changes to suit their own views.

(3) Oppositional Reading: the reader has read a text in a way that was not intended by the producers.

 

Hall thought that media creates dominant ideology and that mass media defines important problems through audience positioning.