Hall (1980) describes the following three types of alteration (“readings”) during the communication process. First, in the dominant/hegemonic reading, the sender’s and receiver’s meaning structures are similar enough that the message’s intended meaning is retained, i.e., the receiver decodes the message in the same sense as it was encoded by the sender. When the receiver decodes the message in the opposite way to the sender’s intentions, this is called oppositional reading. Finally, negotiated reading is intermediate between dominant and oppositional reading, whereby the receiver in general decodes the message in the overall intended sense but makes certain alterations.