DVD and magazine cover photos

Hall was a theorist who proposed the idea that producers of media texts did so with the intentions of encoding and prefered reading to the audience, however it is then down to the audience to decode the text and read it how they see fit. an individual in an audience can be dominant which means that they decode the text in accordance with the prefered reading, they can be oppositional, which means theier social status puts them in direct conflict to the prefered reading , so they read the text in a different way to most others, or the third option is to be a negotiated part of the audience who agree and disagree with hthe prefered reading. from this clip the prefered reading is that all the characters are part of a close friendship group that like to interact and have fun together, you can tell this from the fast paced editing and the vibrant colours used througout. however an oppositional member of the audience may see that because is each character is seemingly diverse it could cause conflict and they may choose to go against the prefered reading and take it as there will be arguments within the group introduced.
the uses and gratification model suggests that it is no longer what the media does to people but more now what people do with media, it suggests the audiences have more power than first thought, and that one type of media dosent appeal to a certain person but to people in certain moods for example. someone that is bored could seek to look to watch something excitable, from the opening sequence this show may be a good example. however someone with the same personality but in a different mood may decode the text in a different way. other individual differences may also effect how the audience use the text for example age, or gender.