Stuart Hall: media audience and representations
Reception theory
since the 1980, a group of theories have emerged around reception.  A dominant of preferred position,  negotiated position is when there is a mixture of adaptations, and oppositional disagrees with the position.
Stuart Hall's: encoding- meaning put in( to a media product). decoding- taken out: she is attractive, she is just pretty. This makes people insecure.
polysemy- a range of many potential meaning.