way which reflects their own position, experiences and interests (local and personal conditions may be seen as exceptions to the general rule) - this position involves contradictions; oppositional ('counter-hegemonic') reading : the reader, whose social situation places them in a directly oppositional relation to the dominant code, understands the preferred reading but does not share the text's code and rejects this reading, bringing to bear an alternative frame of reference (radical, feminist etc.) (e.g. when watching a television broadcast produced on behalf of a political party they normally vote against ). This framework is based on the assumption that the latent meaning of the text is encoded in the dominant code. This is a stance which tends to reify the medium and to downplay conflicting tendencies within texts. Also, some critics have raised the question of how a 'preferred reading' can be established. Shaun Moores asks 'Where is it and how do we know if we've found it? Can we be sure we didn't put it there ourselves while we were looking? And can it be found by examining any sort of text?' (Moores 1993, 28) . Some theorists feel that the concept may be applied more easily to news and current affairs than to other mass media genres. David Morley wondered whether it might be the 'reading which the analyst is predicting that most members of the audience will produce' (Morley 1981a, 6) . John Corner argues that it is not easy to find actual examples of media texts