Reception analysis is the investigation into how audiences receive and interpret media texts. Hall, another Neo-Marxist, states that the dominant ideology owners encode its messages to create cultural hegemony. Audiences decode these messages in a variety of ways depending on their social situations.
Morley (1999), studied how individuals respond and decode media messages in the popular Nationwide BBC program between 1969 and 1983. He suggested that people might read, decode and interpret media texts in one of three ways: