notes

media language  
semiotics  
The study of signs anything that stands for something else 
denotation -what we see when we look at an image (what it is). 
connotation -what we understand from this image (what other meanings it has).
stuart hall 
Developed a theory - audiences can have different reactions to a media text ,weather it be in a film documentary newspaper or even an image.
Preferred reading = How the creator wants the audience to view the media text.
Oppositional reading= Where the intended meaning of the text is totally opposed by the reader.