Hall's Theory

Stuart Hall

Stuart Hall (3 February 1932 – 10 February 2014) was a Jamaican born cultural theorist who lived and worked in the UK. He stressed the role of social positioning in the interpretation of mass media texts by different social groups. Hall suggested three hypothetical codes or positions for the reader of a text:

Preferred Reading 

The reader fully shares the text's code and accepts and reproduces the preferred reading (a reading which may not have been the result of any conscious intention on the part of the author(s)) - in such a stance the code seems 'natural' and 'transparent'. 

Negotiated Reading

The reader partly shares the text's code and broadly accepts the preferred reading, but sometimes resists and modifies it in a way which reflects their own position, experiences and interests (local and personal conditions may be seen as exceptions to the general rule) - this position involves contradictions.

Oppositional Reading

The reader, whose social situation places them in a directly oppositional relation to the dominant code, understands the preferred reading but does not share the text's code and rejects this reading, bringing to bear an alternative frame of reference (radical, feminist etc.) (e.g. when watching a television broadcast produced on behalf of a political party they normally vote against).

Miley Cyrus' 'We Can't Stop' Music Video

When Miley Cyrus released this music video in 2013, it received a lot of criticism because most of her fanbase were young girls from back in her Disney channel days and the world refused to accept that she's growing up and discovering herself. 

Preferred Reading - 

Miley wanted the video to be a success and to prove to her fans that she's matured and can be who she wants now that she's not playing the role of Hannah Montana. Most of her fanbase were accepting and supportive of her new image. 

Negotiated Reading - 

Some people, like me, were able to see both sides of the argument. It's understandable and also very evident that she's trying to grow as an artist and prove herself, although it's clear that a lot of people wouldn't be very appreciative of the content of the video such as her provocative clothing and tattoos because they don't want her to influence the younger generation. 

Oppositional Reading -

A lot of audience members will be shocked by the nature of the video and think it's outrageous and inappropriate. They would also most likely believe that there should be age restrictions on such content because it's too easily accessible.