What is reading? The way the viewers interpret a media text.
Preferred Reading: The people who produce media texts have a certain meaning in mind when they create it. They hope the audience will decode their text in a specific way (especially when it comes to advertisement).
Dominant Reading: The way the majority of people in society interpret a text.
Oppositional Reading: Audiences can chose to read a text in anyway that pleases them. Frequently when an audience (for whom the text was not originally targeted. e.g. girls looking at boys magazine etc.) will interpret it in a completely different way to how the producers intended.
Negotiated Reading: When the audience’s interpretation of the text both accepts and rejects the meanings the producers were trying to emphasise.