Encoding/Decoding Model

Stuart Hall (above) is the man behind the idea of encoding and decoding within media texts.
He believes there are three types of decoding, after the producer of the text has imposed their encoded meaning:
Intended Reading:
The meaning which the audience has interpreted is the one which the producer intended.
Negotiated Reading:
A meaning which is similar to the intended meaning, is understandable and the reason behind the audience reading it in that way is negotiable, but is not the exact meaning which the encoder intended.
Oppositional Reading:
A reading of the video with opposes the one which was intended by the encoder.