Preferred reading:
Producers of a media text design it with a certain meaning in mind. They hope that audiences will decode their text in a certain way - particularly if the text is an advertisement. Preferred readings are those which tie in with hegemonic beliefs.
Oppositional reading:
Where the intended meaning of the text is totally opposed by the reader.
Negotiated reading:
A reading of a text which assumes that no absolute meaning exists and that meaning is generated and negotiated by what the reader brings to the text in terms of attitudes, values, beliefs and experience
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