The creators of texts set out to. The second position refers to the negotiated reading. He suggested that every media text has a preferred message which a producer wants to get across (encode) and that three ways in which the audience might be positioned to receive.
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In media we refer to films, tv, music, computer games etc as texts.
Just like in english, we 'read' these texts and we decide what we think.
There are three main ways audiences can ‘decode’ or interpret messages in the media according to hall: Preferred readings, negotiated readings, oppositional readings. The producer’s preferred reading is similar to the “wearing is caring” interpretation of boris johnson’s broadcasts to the nation. Preferred reading, oppositional reading or negotiated.
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