In the 1980's and 1990's work was done on the way that individuals received and interpreted texts and how their individual circumstances such as gender, age and class affected these readings . This work was based on Stuat Halls encoding and decoding model of the relationships between text and audiences. The test is encoded by the producer, and decoded by the reader which is us as an audience. But there can be different between how the different people read these codes.
By using recognized codes and conventions and by drawing on audiences expectations relating to aspects such as gender and the use of stars, the producers can position the audience and create a certain amount of agreement on what code meet this is known as a preferred reading .
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