According to Hall, audience members adopt one of the following three position when they decode a media text:
Dominant, or Preferred Reading – the audience reads/ understands the text in the way the producers intended (and agree with the messages/ ideologies/values)
Oppositional Reading – when the audience rejects the preferred reading and create their own meaning/ response to the text that is not what the producers intended.
Negotiated Reading – a compromise between the dominant and oppositional readings, where the audience accepts parts of the producer’s views but have their own views on parts as well.
NIKE AD (Colin Kaepernick)
- Dominant or preferred= people will view it as a good thing as more good than bad came out of it, celebrities like nick cannon bought lots of stuff from nike and gave it to homeless people. the main idea was that people would agree, it’s showing respect and also acknowledging that police brutality is a thing that’s bad
-Oppositional= people rejected the ideas in the ad and burned nike products, donald trump made big chaos about it and fuelled the peoples anger and hatred
negotiated= they still had publicity even if it was bad publicity, nike was able to make more money from it somehow even though it originally negatively affected their brand.
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