HALLS MODEL - DECODING:

THE DOMINANT CODE - Accepts the encoded meanings of media representations. Consumers adopt a 'preferred reading' of media representations as intended by producers. Therefore the ruling ideology filters down into the public conscience without challenge.

THE NEGOTIATED CODE - Accepts some aspects of encoded representations but not others. On general level, the encoded meanings may be endorsed by audiences but on a more local level these meanings may be dismissed as individuals consider themselves expectations to the general rule.

THE OPPOSITIONAL CODE - Rejects the encodings of media producers. Audiences decode media representations in a way that was not intended or foreseen at the phase of production.