Stuart hall

Stereotype - Media uses a-lot to reduce a group of people to low characteristics and this is how they are portrayed. People from power is hegemonic power and these are in control of the media in the county, which are dominant groups in society controlling those less powerful.

Preferred reading - Audience reads a text in the way the media intended it.

opposition reading - When an audience reads a text in the opposite way that the media intended it.

Negative reading - When an audience is allowed to bring their experiences alongside.