What does Stuart Hall mean by 'readings'?

In his essay Encoding and decoding, Stuart Hall explains that audiences are active, contrary to previous media effect's theories. This means that audiences actively engage with media texts, and 'read' and respond to them in different ways. Dominant Hegemonic reading - the reading or 'position' that the producers want the audience to have. The word hegemonic relates to the views and beliefs of those in power which are then spread, in this case through media, to the audience. Here, the audience accepts the message the producers intended to convey. Negotiated reading - the viewer can see the intended message of the text, and adopts some aspects of it, and combines them with their own thoughts and views, thereby making it 'negotiated'.Oppositional reading - the viewer completely rejects the intended message and instead proposes a new, resistant reading. This will depend their own views, beliefs and experiences.