Hall says that there are three different positions audiences (receivers) take in order to decode the meanings within cultural texts, particularly televisual discourses. They are the dominant-hegemonic position, the negotiated position and the oppositional position. (Hall 1993, 101)
The Dominant Theory- the reader fully accepts the preferred reading which means they will read the read/view a text the way the 'creator' wanted them to so that the code seems natural.
The Negotiated Theory - The reader partly believes the code and broadly accepts the preferred reading, but sometimes modifies it in a way which reflects their own position, experience or interests.
The Oppositional Theory - the readers social position places them in opposition to the dominant code therefore they reject the preferred reading.
Hall believes that texts have the power to be polysemy (having multiple meanings) allowing readers/audiences to decode it how they like.
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