Stuart Hall created the Encoding Decoding Theory: producers encode meaning/ ideology into texts which audiences decode. Audiences are active in their interpretations and can accept/ reject the producers message.
Encoding and Decoding Music videos
The target audience will always have a preferred reading. They accept all messages and decode the text in the way that was intended. Usually the secondary audience will decode a negotiated reading and parents/ audiences who hate the music genre will have an oppositional readingRihanna - FourFiveSeconds
Preferred Reading: the target audience (massive fans) would think the music video really compliments the song
Negotiated Reading: the secondary audience may think the song is nice but don't understand the meaning of the video
Oppositional Reading: parents would think the artist is dressed inappropriately with her low plunge top, so it causes us to focus on her sexuality rather than her talent
Iggy Azalea - Bounce
Preferred Reading: the target audience (massive fans) would think the style of the music video
Negotiated Reading: the secondary audience may like the video but don't understand how it correlates with the song
Oppositional Reading: parents would think that women are degraded to sexual objects with the provocative choice of clothing, bad influences on their children
Dolce & Gabbana
With certain campaigns encouraging consumers to buy the brand's product, this is how various audiences would react:
Preferred Reading: if you buy it you'd feel sexy whether you're a man or womanNegotiated Reading: the viewer may like the perfume but doesn't like the brand's messages of feeling sexy
Oppositional Reading: the viewer doesn't like the perfume or the brand because it demoralises/ sexualises women (feminist view)
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