Stuart Hall

He was looking into mass media and also the power of how media can represent DRCAGES. DRCAGES stands for:

D - disability

R - regional identity

C - class

A - age

G - gender

E - ethnicity

S - sexuality

Oppositional, negotiated and preferred readings.

Examples of these influences in media:

Statement: "This drink is the best drink in the world, you'll love it!"

Oppositional: "No, I definitely won't love this drink at all!"

Negotiated: "This drink might be one of the best drinks in the world!"

Preferred reading: "This drink is definitely the best drink in the world!"

Preferred reading is what producers want you to believe.