Encoding and Decoding

Stuart Hall (cultural theorist)

Encoding and Decoding

-Dominant ('hegemonic') reading theory:

When the targeted audience completely agrees with the view that the director is trying to convey.

- Negotiated reading theory: 

This is the idea what the targeted audience only partly agrees with the directors views. The theory that the targeted audience is in two minds and only partly agrees/disagrees with the directors ideas.

- Oppositional ('counter-hegemonic') reading theory:

this is when the targeted audience completely disagrees with the ideas which the director was trying to convey and are left with the opposite feeling. This is the worst possible outcome.