Hall's encoding/decoding model
Hall argued media texts are 'encoded' with preferred meanings by producers but 'decoded' actively by audiences in various ways: preferred, negotiated, or oppositional readings.
Real World
A BBC news report on immigration may be encoded with a sympathetic preferred reading, but a reader who has experienced job competition from migrants may produce an oppositional reading, rejecting the intended message entirely.
Exam Focus
Always name all three reading positions (dominant, negotiated, oppositional) and give a distinct example for each when applying Hall's model.
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