Stuart Hall

When creating our production, we should consider Stuart Hall's three concepts of social media interpretation.

We should hope that all of our viewers of the video have a Dominant reading, as opposed to an oppositional or a negotiated, this is so that more people will enjoy our video and the story line of our video along with interpreting the media as we would intend them to.

The 3 concepts:

1. Dominant Reading- the reader accepts the text codes and interprets them in the way that the author intended them to.
2. Negotiated Reading- the reader mainly believes in or agrees with the text however may modify it in a way which fits their own beliefs and experiences.
3. Oppositional Reading- the reader dismisses the codes and has an opposed reading therefore rejects the media.

We should hope that in our production, our message and information is clear so that we can avoid any oppositional readings, however it is relevant that this cannot be possible in all situations as individuals interpret information in different ways.