Stuart Hall is a Cultural Theorist who looked at the role of audience positioning. He came up with a model which suggested three different ways which an audience can interpret a media text, these include; a preferred reading, a negotiated reading and an oppositional reading.
A preferred reading is when the audience interprets a text in the way which the author intended. In my documentary I intend the audience to interpret fashion and designer clothes to be a positive thing and something which people use to express their individuality.
A negotiated reading is where they mostly accept the preferred reading but sometimes changes it slightly due to personal experiences and interests. A negotiated reading which may be interpreted from my documentary is that the audience can see where designer goods can aid people to express their individuality but they don't agree on spending ridiculous amounts of money to do that. You could easily express your individuality by buying normal high street clothes too.
An oppositional reading is where the audience completely rejects the authors preferred reading due to their social place. An oppositional reading which could come from my documentary is that someone finds designer clothes to be a very negative part of the retail world as it separates society and creates an unfair hierarchy which is dependant on how much money an individual has and can spend on clothing items.
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