Encoder/Decoder Model

Hall's Theory of encoding and decoding is a theory of reception theory, developed by Stuart Hall.

According to the theory, audiences can have three different reactions to a media text as Decoders, whether it be a film, documentary or newspaper:

1. Dominant, or Preferred, Reading - how the director/creator wants the audience to view the media text;
2. Opposition Reading - when the audience rejects the preferred reading, and creates their own meaning of the text;
3. Negotiated Reading - a compromise between the dominant and opposition readings, where the audience accepts parts of the director's views, but has their own views on parts as well.

Stuart also believes that people's intake of meaning form a media product is affected Geographically; demographically and people's backgrounds in general. This is why the creater of media products (Encoders) must choose a certain social class and target audience as their decoders so they take in the Preffered meaning from their product.