Stuart Hall encoding/ decoding theory
There are three readings people can take when they watch music videos, these are dominated, negotiated and oppositional.

A dominant reading is where the person who is watching the music video fully agrees with the way that the producers want them to react to the film. Through editing and filming the producers make their video to portray a particular message to the audience that is watching it. Our intentions for our music video is that people will have a dominant reading and understand what is going on because the music video matches the lyrics.

A negotiated reading is when the audience understands where they are coming from but kind of disagree with it. They may not agree with it because of their own experiences, positions and interests.

Oppositional is where they understand the reading but do not agree with it. This may also be because of their own experiences of situations, however they believe the message the producers are trying to portray to their audience is bad.