Audience Theory: Stuart Hall's Reception Theory

Taylor Swift - 'Blank Space'

Dominant - The text was intended to be read by the audience as a way for Taylor Swift to use the criticism she has received in a funny way, making it into a joke. Fans of Swift are more likely to agree with the dominant reading of the text.

Negotiated - The audience accepts that the video is a way for Swift to approach the criticism she receives in a light hearted way but also believe it shows she cares too much about what people think about her. People who are indifferent to Swift are more likely to see the video in this way.

Oppositional - The audience believes this a pitiful attempt at Swift's part to get back at at the people who criticises her and also that she cares too much about the criticisms she receives. People who don't like Swift are likely to to have this opinion.

One Direction - 'Steal My Girl'

Dominant - The dominant meaning of this video is each of the boys are addressing an issue including, war, animal rights and cultural differences. Fans of One Direction are more likely to read it this way and accept the video for this meaning.

Negotiated - The meaning of the video is understood. However, these people may note the video doesn't have anything to do with the song. People who are indifferent to One Direction will most likely feel this way.

Oppositional - The dominant meaning is ignored and people look to it as offensive or against animal rights because of the scenes that are seen in the video. Also these will note that the video does not have anything to do with the lyrics. People who dislike One Direction will most likely feel this way.