Stuart Hall

Stuart Hall is known as a cultural theorist who came up with the theory of how the audience perceive things.
The first way is preferred reading. This is how the creator wants the media to be viewed by the audience.
The second way is negotiated reading. This is when the audience partly adapts the media in their head to help believe it is what they think, but they also broadly accept the preferred reading. 
The last way is called oppositional reading. This is when the audience completely reject the preferred reading and interpret it in their own way as an individual.