Stuart Hall - theorist

Stuart Hall is a media studies theorist who came up with the Encoding and Decoding theory. This was a basis of three main concepts;

The Dominant Reading - This is where the director wants the audience to feel a certain way and they do after they have watched/listened to the media product. For example if the director wanted the audience to feel sad, then at the time this was intended that is what they will feel. The media product does what the director wants.

The Negotiated Reading - This is where the audience partly agree with what the director wants them to feel but they also have their own view.

The Oppositional Reading - This is where the director intends for someone to feel something but they end up feeling the complete opposite.

For my music video I feel that I would use the dominant reading because I want the audience to get the message we are sending them, for example our narrative is a girl being bullied and I would like the audience to feel sorry for them and the way we want them to so they may be able to relate to her.