Stuart Hall

Reception theory- Stuart Hall 

With Stuarts theory it states that with every piece of media there are 3 given readings that are either the preferred reading, the op-positional reading and the negotiated reading. 
Preferred- This is what the creator of this media wants the audience to view the media. 
Op-positional- This is the complete opposite reading that the creator of the media did not want you to get from it. 
Negotiated- This is where the audience understand what the preferred meaning is but they would personally put it as their own idea.