Stuart Hall: Theorist

Stuart Hall came up with the theory that communication is a process involving encoding by producers and encoding by audiences. The idea that there are three hypothetical positions from which messages and meanings may be decoded: the preferred reading, the negotiated reading and the oppositional reading.









The preferred is the producers intended message .


The negotiated is when the audience understand the message but adapt to suit their own values.


The oppositional is where the audience disagrees with the preferred reading.