Stuart McPhail Hall was a Jamaican-born cultural theorist and sociologist who lived and worked in the United Kingdom from 1951. Stuart Hall argues that audience 'readings' are individual to them and this level of meaning is as important as the producer's encoded meaning. He came up with a model suggesting three ways of reading (how we may read a media text):
Preferred Reading - Where the reader fully accepts the preferred reading so that the code seems natural and transparent. This matches producers.
Contested or Negotiated Reading - The reader partly believes the code and broadly accepts the preferred reading, but sometimes modifies it in a way, which reflects their own position, experience and interest. This matches some.
Oppositional Reading - The readers social position places them in an oppositional relation to the dominant code. They reject the reading (fundamentally different).
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