Stuart Hall Teen Vogue and The Voice

Dominant, or Preferred Reading - how the producer wants the audience to view the media text. Audience members will take this position if the messages are clear and if the audience member is the same age and culture; if it has an easy to follow narrative and if it deals with themes that are relevant to the audience.

Oppositional Reading - when the audience rejects the preferred reading, and creates their own meaning for the text. This can happen if the media contains controversial themes that the audience member disagrees with. It can also arise when the media has a complex narrative structure perhaps not dealing with themes in modern society. Oppositional reading can also occur if the audience member has different beliefs or is of a different culture.

Negotiated Reading - a compromise between the dominant and oppositional readings, where the audience accepts parts of the producer's views, but has their own views on parts as well. This can occur if there is a combination of some of the above e.g. audience member likes the media, is of the same age as you and understands some of the messages, but the narrative is complex and this inhibits full understanding.

Teen Vogue

• Dominant, or Preferred Reading -  YouTube video called "Anne-Marie Creates the Playlist of Her Life | Teen Vogue". Commenter wigconic says "I would definitely listen to these songs cause Anne Marie told me to lol"

• Oppositional Reading - YouTube video called "Anne-Marie Creates the Playlist of Her Life | Teen Vogue". Commenter Magnificent Me  says "What’s up with her hair??"

• Negotiated Reading - YouTube video called "Anne-Marie Creates the Playlist of Her Life | Teen Vogue". Commenter hicloudy summer "Anne Marie I love you and you're so pretty but what did they do to your hair?"

The Voice Newspaper

• Dominant, or Preferred Reading -  YouTube video called "Afua Hirsch grateful for recognition and support from the black community". Commenter Gerald Francis says "Gerald Francis Gerald Francis, I'm a big fan of Aufa, a strong woman, a good role model to young woman, and a warrior for melanated people in Britain. She deserves this.💪🏿💪🏿💪🏿👍🏿👍🏿♥️"

• Oppositional Reading - YouTube video called "Afua Hirsch grateful for recognition and support from the black community". Commenter AngloHuscarl says "Just seen another interview with this 'Professor' and I have never seen such an outright 'Racist' as this woman. She sees colour in every aspect of life, it's clearly a rich vein to tap into within the MS 'Progressive' Media as it ensures coverage and other virtue signalling plaudits, and clearly air time!  Victimhood is a breadwinner, and she's not doing too bad for a woman of colour in a 'White Supremacist' Regime & Culture!"

• Negotiated Reading - YouTube video called "Afua Hirsch grateful for recognition and support from the black community". Commenter Wanda Woman says "Andrey Lebezyatnikov Are you a Russian bot? She is physically beautiful, but that doesn’t detract from the fact that she isn’t a deep thinker. She always relies on emotion and anecdotes to deflect attention from her dumb ideas."