This study was designed to determine how people with different demographic characteristics perceive and read media messages. In this sense, the study was designed as an audience survey. Based on the work of the audience, especially those who have gained a different dimension within the British Cultural Studies, are based on the audience research. Stuart Hall's coding codec model, one of the pioneers of British Cultural Studies, is the basis of this work. Hall argues that every reader or viewer will perform a different reading against the media messages. In this sense, Hall reveals three separate reading (Dominant, Dissent and Negotiator). The reader or viewer has to know about his / her characteristics, the culture, world view etc. it performs reading on the media messages according to the factors and the way it looks. In other words, this view actively positions the viewer or reader. This study was designed to examine how the 1998 American-made "American History X" film was received by audiences. During the study, 20 selected films were screened and then interviewed by in-depth interview technique. While creating a sample in the study, care was taken to select people whose political views differed. Since the film is a film about racism in general through a racist teen, the study was conducted in the context of hate crimes. Accordingly, people with different political views were selected as the sample of the study. In terms of different political opinions, the difference between the view of racism and the reading of the messages given in the film has been determined.

Coding, Encoding, Media, Reception, American History X