Reception Theory

The theory originates during the 1980's and 1990's it suggests that the audience completes a media product and reads it on their own terms dictated by their own perspective.
Social and academic background including experiences of a individual are all influences or how they will perceive a media product.

British cultural studies suggests three frameworks for reading texts, based on the work theorist Stuart Hall:

Dominant: Preferred reading accepts completely the ideology of the text.
Oppositional reading absolutely opposes the ideology involved.
Negotiated reading, both accepts and opposes parts of a text's ideology in order to suit the specific needs of the individual.