Audience reception theory

Encoding decoding model:

Audience theory is the theory that audiences receive and respond to texts very differently. The different effects in the text can generate different responses throughout different people, it is a way to characterise and group together different audience interpretations. 

A significant section of this theory is the "Encoding decoding theory" which was developed by Stuart Hall in 1973, this theory is how producers encode meaning/ ideology into text which audiences then go on to decode, the texts that are encoded can include movies, books, magazines, music videos and video games. The audience then decode these meanings and take the meanings out of the text regardless of what type of text it may be, texts can be decoded by body language in order to understand emotions/ relationships, these texts however have multiple different meanings and can be decoded in various ways however these messages can mean different things to different reasons. There are three main ways of decoding these texts however and these are the following: preferred reading, negotiated reading and oppositional reading, Preferred reading is when audiences agree with what the producers are encoding and the texts that the creators are attempting to get to the audience, then there is negotiated reading where audiences only partially agree with what the producers are encoding and their texts but they also come up with some of their own text and meanings, finally there is oppositional reading where audiences reject/ disagree the producers messages and decode the texts completely differently to what the creators intended.
When it comes to encoding/ decoding music videos managers encode artists such as the spice girls and the pussycat dolls with specific ideology which is ultimately to increase financial gains, the target audience of these music videos will always have a preferred reading where they accept all messages and decode all of the text in the way that it was intended to whereas the secondary audience will usually decode in a negotiated reading and finally audiences which hate the music genre such as parents will normally decode in a oppositional reading.