Stuart Hall discovered the theory of Encoding and Decoding. He discovered the different ways and types of readings. After this, he had decided to come up with some sort of a theory that clearly explains how the audience would interpret the media.
This is what the creator intends for the audience to interpret. This can often be showed using the headlines, captions, sub-headings etc.
This is inbetween the creators intentions and our own individual views.
An alternative reading that is against the creator's intentions.