Which theory posits that a media text is encoded with messages and has three readings: dominant, negotiated, oppositional?

Which theory posits that a media text is encoded with messages and has three readings: dominant, negotiated, oppositional?

• A. Hall's Audience Reception Theory
• B. Interactivity
• C. Participatory culture
• D. Textual poaching

Answer: (A)

The main idea here is the encoding/decoding model of reception theory. It says a media text is produced with a set of encoded meanings by its creators, and audiences decode or interpret those meanings in different ways depending on their social and cultural context. In this view, there are three possible readings. A dominant reading accepts the encoded message as intended and aligns with the producer’s viewpoint. A negotiated reading accepts parts of the message but questions or adapts others based on the reader’s own situation. An oppositional reading reads against the intended meaning, often due to differing beliefs or experiences. This framework highlights how audiences aren’t passive; they actively interpret texts. The other options describe different ideas—how audiences interact with media, how fans collectively participate, or how fans appropriate or rework texts—rather than outlining these three reading positions.

The main idea here is the encoding/decoding model of reception theory. It says a media text is produced with a set of encoded meanings by its creators, and audiences decode or interpret those meanings in different ways depending on their social and cultural context.

In this view, there are three possible readings. A dominant reading accepts the encoded message as intended and aligns with the producer’s viewpoint. A negotiated reading accepts parts of the message but questions or adapts others based on the reader’s own situation. An oppositional reading reads against the intended meaning, often due to differing beliefs or experiences.

This framework highlights how audiences aren’t passive; they actively interpret texts. The other options describe different ideas—how audiences interact with media, how fans collectively participate, or how fans appropriate or rework texts—rather than outlining these three reading positions.