Stuart Hall

Stuart Hall

Stuart hall(1980) he discovered the theory of encoding and decoding , his theory is different from althusser in emphasizing more scope for diversity of response to media text.Halls argued that the dominant ideology is typically inscribed as the preferred reading in a media text. however this is not easily adopted by all readers ,some readers only take in what they see and not break down the image to understand any other meanings but the one shown by the news paper. dominant reading is what the creator intends for the audience to believe, the negotiable reading is an alternative reading that is completely opposite tot he writers intentions. Oppositional reading are a middle ground not being biased one side but understand both the dominant reading and negotiable reading and are 50/50.