Hall

Reception theory

Decoding

Media audiences read the messages that producers construct

Dominant readings

Occur when audiences knowingly decode texts in the way they were intended by media makers

Encoding

Media institutions encode media products - using honed processes and strategies to produce media products that communicate messages to their audiences

Hegemony

The set of ideas that dominate within society - usually formed by those groups who have power.. often legitimise the power of elite social groups.

Misreading

An audience reading that fails to correctly decode the intended meaning of a media product as a result of its complexity

Negotiated readings

occur when audiences resist and accept the messages constructed

Oppositional readings

When audiences use their individual knowledge, beliefs or experiences to construct a contrary reading of a media text

Situated logics

Refers to the experience, knowledge and beliefs that an individual audience member uses when decoding a product