Stuart Hall researched into the role of audience positioning within media texts and products from the different social groups. Hall produced a theory that suggest three ways that consumers read and receive a media text.
Hall was interested in how much power that the media has, which included how the media will propagate certain social values in order to create dominant ideologies. He believes that the mass media creates and defines issues the public should concern with and also what they should be interested in through audience positioning.
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