Stuart Hall's audience reception theory

Stuart Hall's theory of encoding and decoding is a theory of reception theory. Acording to this, audiences can have three different reactions to a media text:

• Preffered reading: how the director/creator wants the audience to view the media text
• Negociable reading: when the audience rejects the preferred reading, and creates their own meaning of the text
• Oppositional: where the audience accepts parts of the director's views, but has their own views on parts as well