Different audiences have different cultures, and some may not align their beliefs with intended messages from the media. Therefore, this causes misalignment in the message and readings.

E.g. The people from the East may reject the Western portrayal of the East

Gender and Sexuality:

Representations of masculinity, femininity, or LGBTQ+ identities can be read differently depending on gender identity and experience.

E.g. Heterosexuals may not understand certain queer references or may not align with Queer beliefs

Historical and Political Context:

The time and place of viewing matter. A text released during war, protest, or economic crisis may be decoded differently than in peaceful times.

E.g. Propaganda might not be agreed with by everyone due to their own beliefs

Social Class and Economic Background:

People from different class backgrounds may interpret the media differently.

E.g. Things such as high-end fashion may seem normal for the upper class, whilst it would become luxurious or expensive for the middle to lower classes.

The audience agrees with the critique of fake fame, materialism, and unrealistic beauty standards, and agrees that Kendrick is encouraging humility and realness in a culture obsessed with excess. Viewers accept the symbolic visuals as reinforcing Kendrick’s message: stay humble, question superficiality, and reject artificial standards.

Negotiated Reading:

They may like the message of staying humble, but feel uncomfortable with the way Kendrick critiques women’s looks (e.g. natural hair, stretch marks); however, they may only agree with certain parts of the message conveyed.

Some might feel the religious iconography is too over-the-top, or even contradictory to humility.

Opposed Reading:

Audiences think it is Hypocritical, patriarchal, or offensive. Some viewers reject the intended reading, seeing the video as self-aggrandizing or contradictory.

E.g. Kendrick portrayed as a pope or “God-like” figure may be read as arrogant, not humble.