1. Your task is to respond to the music
you are hearing through
diagram, drawing or specific words.

2. Positioning
Stuart Hall coined this term and demonstrated
how media creators, including
filmmakers, encourage us to respond in
particular ways to what we see.
Micro and macro features position spectators:
They encourage us to take up a particular
’position’ (point of view) to what we see.

3. Stuart Hall described three main ways
spectators tend to respond to the way they are
positioned:
a preferred reading
an oppositional reading
a negotiated reading

4. Preferred
a preferred reading,
where spectators accept the response and point of view that
filmmakers intended
Oppositional
an oppositional reading,
where spectators reject the response and point of view
filmmakers intended
a negotiated reading, Negotiated
where spectators only partially accept the response and point of
view filmmakers intended (modifying it with views of their
own, treating it with some scepticism).

5. Positioning
Positioning is also be linked to Context.
In particular Cultural or Social Context
REMEMBER
SHEP

7. Do all spectators respond the same
way?

9. Pick a twitter account, respond from the
‘position’ of the member of society.
@bromleyboy95 (Average British teenager)
@greatestdadintheworld (Father of 2, son & daughter)
@jewandproud (Jewish business man, 50)
@noonebetterthangreta (German Woman, mid 20’s)
@wardy (Mrs Ward)