Hall reception theory

Hall reception theory focuses on the role of the audience when interpreting a media text, it states that audiences can interpret an identical media text completely differently from each other. this suggests that all media texts are polysemy which means that they have multiple meanings.
It says that the factors that can affect the way a media text is interpreted are:

• Gender
• Age 
• Class
• Family
• Self-image
• Religion
• Ethnicity 
• Location
• Education
• Nation

Audiences can take either a:

• Dominant/preferred understanding - for my music video this would be the fact that i am having fun and enjoying myself, while also creating a bit of 'mick' take music video.
• Oppositional meaning - this would be that the audience do not enjoy the music video i create and that they feel i am just copying someone else's ideas.
• Or a negotiated meaning - this would be the audience enjoy my music video but they feel that my music video is not solely original.