Encoding/Decoding Framework Dominant(or'hegemonic')reading:the reader fully shares the text's code and accepts and reproduces the preferred reading mme as (a reading which may not have been the result of any conscious discourse 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 decoding resists and modifies it in a way which reflects their own meaning position,experiences and interests (local and personal sructures2 conditions may be seen as exceptions to the general rule)-this position involves contradictions; Oppositional ('counter-hegemonic')reading:the reader,whose social situation places them in a directly oppositional relation frameworks to the dominant code,understands the preferred reading but of knowledge does not share the text's code and rejects this reading,bringing to bear an alternative frame of reference(radical,feminist etc.) relationof (e.g.when watching a television broadcast produced on behalf of a political party they normally vote against). producion technical infrasructure Encoding/Decoding Framework • Dominant (or 'hegemonic') 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 ('counter-hegemonic') 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)