David Morley's 1980 study of audience responces to the BBC programme was designed to analyse the different ways in which the audience interprets a media text, the results of which suggested that audiences fit into three separate groups, based on their own readings of the text. The groups are as follows:
Preffered Reading
This is the reading of the text that the creators hope that the audience will take from it; for instance an advert for a soft drink will be designed to try and make the audience buy it- this would be the intended reading and the one the creator wanmt you to have.
Oppositional Reading
Audience members outside of the target demographic may view the text and reject the prefered completely, recieving their own alternative message.
Negotiated Reading
This when the audience acknowledges the preferred reading, but they modify it to their own values and opinions.
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