Encoding /Decoding by Stuart Hall 1980

Just use the first half of this prezi about Stuart Hall. In this model media texts are seen to be encoded in such a way as to present a preferred reading. So that the audience will make sense of it in a certain way. However the audience does not always accept that preferred reading. Dominant – the audience agree Negotiated – the audience generally agree but they may disagree with certain aspects according to their social background Oppositional – the audience disagree