Stuart Hall

Stuart Hall identified three types of audience readings of the text. These are

1. Dominant
2. Negotiated
3. Oppositional

• Dominant

The audience decodes the message as the producer wants them to do and broadly agrees with it. An example of this is watching a political speech and agreeing with it. 

• Negotiated   

The audience accepts, rejects or refines elements of the text in light of previously held views. E.g. Neither agreeing or disagreeing with the political speech or being disinterested. 

• Oppositional

The dominant meaning is recognised but rejected for cultural, political or ideological reasons. E.g. Total rejection of the political speech and active opposition.