Stuart hall looked at the role of audience positioning in the interpretation of mass media texts by different social groups. Hall came up with a model suggesting three ways in which we may read a media text.
There are the three ways Hall believed people interpreted media texts.
Dominant reading
Reader fully accepts the preferred reading (audience will read the texts the way the author intended them to). So that the code seems natural and transparent.
The negotiated reading
The reader partly accepts the code and broadly accepts the preferred reading, but sometimes modifies it in a way which reflects their own position, experiences and interests.
The oppositional reading
The readers social positioning places them in a oppositional relation to the dominant code, they reject the reading.
Doing this research has shown me that people can see a media text in different ways and people can read media texts differently to others.
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