Stuart Hall

Stuart Hall identified three types of audiences reading the text:

• Dominant or preferred 
• Negotiated 
• Oppositional 

Dominant

This is where the the audience decodes the message as the producer wants them to do and agree with it. For example watching a political speech and agreeing with it. 

Negotiated

This is when the audience accepts, rejects or refines the element of the text in light of previously held views.  For example neither agreeing or disagreeing with political speech or being disinterested. 

Oppositional

Where the dominant meaning is recognised but rejected for cultural political or ideological reasons, for example total rejection of the political speech and active opposition.