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Stuart Hall's Narrative Theory
Stuart Hall looked at the role of audience positioning on the interpretation of media texts. He said there were 3 ways in which we could interpret a media text:
1) Dominant reading - This is where the reader fully accepts the reading thats given to them by the author, and interprets the text in the way that was intended
2) The Negotiated Reading - The reader partly believes the reading that is given to them, but they also modify it in a way that reflects their own opinion, experience and beliefs.
3) The Oppositional Reading - The readers position in society places them in a position that opposes the dominant reading that's suggested to them, therefore they reject the media given.
When producing our media, we need to keep these concepts of media in mind. The reading needs to be clear and concise so that the audience don't have any oppositional readings, or chose to reject the media all together. However, we are aware that this will not be possible to create a dominant reading for every viewer as viewers will interpret given situations and readings in different ways.
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