Hall's Theory
2/17/2013
Audience Theory: Focus = Encoding and Decoding. Its all semiotics. A preferred reading of a text would imply that the spectator may accept the dominant values within the text and read it in a way consistent with the intentions of the producer.
A negotiated reading means the spectator chooses whether or not they accept the preferred reading as their own. An oppositional reading would mean the spectator completely rejects the preferred reading. An aberrant reading means the spectator picks up an entirely different reading to that which is intended by the maker. Comments are closed.
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