Dominant-hegemonic Reading:
The position of a viewer who can identify with the hegemonic position and receive the dominant message of an image or text (such as a television show) in an unquestioning manner. In Stuart Hall's formulation of three potential positions for the viewer/consumer of mass culture, the dominant-hegemonic reading is one in which consumers unquestioningly accept the message that the producers are transmitting to them. According to Hall, few viewers actually occupy this position at any time because mass culture cannot satisfy all viewers' culturally specific experiences, memories, and desires, and because viewers are not passive recipients of the messages of mass media nad popular culture.

- from Practices of Looking, Sturken and Cartwright, p. 57 and glossary.
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