Stuart Hall Theory

Stuart Hall- Reception Theory

 

Intended message- Dominant- Negotiated- Oppositional

 

Stuart Hall is a cultural theorist. He looked at the role of audience positioning in the interpretation of mass media texts by different social groups. He came up with three in which we read a media text.

 

Dominant- This is where the reader completely accepts the text, this means that the audience reads the text the way the author intended them to.

 

Negotiated- The reader understands the text but only partly agrees with it. The audience might mentally modify the text to make it suit them individually.

 

Oppositional- The reader does not agree with the text at all and they find it completely unbelievable. This means they reject the reading.