Stuart Hall
Dominant reading - Reader fully accepts the preferred reading meaning the audience will read the text the way the author wants them to.
Negotiated reading - The reader partly sees the reading the way the author intended it to be seen, however, they have different views and see things differently in a way which reflects their own position, beliefs and interest.
Oppositional reading - The reader rejects the reading. This means the reader's social position means their beliefs and interests are completely different to the authors.
These readings mean the way an audience reads a text will depend on their beliefs, interests and background. If these are similar to the authors, the audience will read the text how the author intended them to.
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