Reception theory- Stuart Halls

This approach focuses on the scope for negotiation and opposition, this means that a text is not simply passively accepted by an audience, but viewers interpret meanings due to their own cultural background and life experiences.
Stuart Hall stressed the role of social positioning in the interpretation of mass media texts by different social groups.

The dominant reading means that the viewer fully accepts the text code.

The negotiates reading means the viewer partly accepts the text code and broadly accepts the preferred reading. 

The oppositional refers to the reader whos social situation places them in a direct oppositional relation to the dominant code.

In our music production we aim to encode the video with the preferred meaning of being able to get through hard situations with independence and not relying on anyone else for happiness, however some viewers may reject this dominant message and take it as something other than how we intended.