... with a particular message, many different readings can be taken thus highlighting how a wide variety of audiences can react differently to the media based on their beliefs or values; these different readings can be identified through Stuart Hall's Reception Theory. According to Richard Sharpe (2012) "Reception ... be part of a healthy diet, thus diverging away from the brand's ideology and the dominant hegemonic position of the preferred reading. An alternative oppositional reading could reflect the heterogeneity of the audience who will come into contact with the text, as Hall suggested...

• Word Count: 2659
• Approx Pages: 11
• Has Bibliography
• Grade Level: Graduate