Stuart hall , reception theory 

Opposition: when an audience reads a text in the opposite way the media intended to.
Negotiated: audience is allowed  to bring their own experience alongside the medias intentions. 
Preferred readings: when an audience reads a text in the way that the media intended it to. 

Stuart Hall believes in stereotypes and that they are often negative and are the result from inequality. 

HEGEMONIC POWER:  dominant groups in society controlling those less powerful. 

D disability 
R representation

C class
A age
G gender
E ethnicity 
S sexuality