Stuart Hall

Stuart Hall came up with the concept of the Reception Theory.

In his theory, it states that the media encode messages, which the audience will later decode.
Different audiences will decode the messages or values of the media in different ways-even though it sometimes isn't the way the producer intends the context to be decoded.

The context can be perceived by the audience in three different ways...
1)dominant
2)negotiated
3)oppositional

For example, if you were to watch an advert on a new car that will be launching, you may take the 'dominant' approach, which would be taking the advert seriously and in the way the producer wants you to. You agree with the ideology, providing a positive outcome for the company, making their advertisement a success and the rise in people wanting to buy their car.

Although, if you are 'negotiated', it means you are unsure or reluctant to buy the car, but are still considering the benefits. You are essentially in compromise between dominant and oppositional. You are happy to accept the message, but you are imputing your own views. There is no agreement or disagreement, as you think the car looks good, but are not willing to spend the money they want you to pay for it. Even though you may not buy it, it is a bonus for the producer, as their message has been decoded in the correct way.

On the other hand, an 'oppositional' audience member, is a person who rejects the message completely, creating an entirely individual view, opposite to the intended message. If you came across the car advert, you wouldn't believe what they're trying to sell you, thinking they are lying or that the price is too much for a car. Therefore, the company and producer will get a negative response, based on your rejection of their ideologies and message.