Encoding/decoding model of communication

Hall's Theory of Encoding & Decoding -

Audiences can have 3 different reactions to a media text, whether it be a film, documentary or newspaper.

1. The Dominant or Preferred Reading - This is how the director/creator wants the auidience to view the media text.

2. The Opposition Reading - This is the when the audience reject the preferred reading and create their own meaning of the text.

3. Negotiated Reading - This is a compremise between 1 & 2 where the audience accept parts of the directors views but has their own views on parts too.

Some factors effect the way audience read the media text, these are -

Geographic Demographic Personal Background