Each audience will consume the same product ina different way. To be able to target the most appropriate audience, the producers tend to meet the demographics of the audiences.

Demographics include: Age, Gender, Sexuality, Ethnicity, Class = Make up of the audiences.
Things that can not be changed within a indiviual.

Theae demographics classify an target audience.

Therfore, different individuals have different readings, polysemic readings.
Four types of readings:

1. Preferred reading = Where the individual accecpts the reading and therefore accecpts the message that that the producers/directors intended.

2. Negoiated reading = When audiences accecpt the dominant meanings but are willing to argue against some represenation within the text.

3.Oppositional reading = Audiences completly reject the preferred reading, the dominant meaning within the text.

4. Aberrant reading = An entirely different meaning from that intended by the maker will be taken from the text. When indivual members of the audiences do not share, in any way the values of the maker of the text.