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A further exploration of Iser's work was carried out by Terry Eagleton in his book Literary Theory: An Introduction in 1983 (translated to Malay by Muhammad Hj. Salleh, 1988). Eagleton (1988:86) insisted that for Iser, the most effective literature are those which are able to force readers into believing and putting trust into the text and forms perceptions according to the will of the author. In a way, it is to say that good literature must contain text with 'power' or text which are able to force ideas and thoughts into a reader.

The idea of reception theory has evolved (although to a certain extent with an unclear connection) to a rather audience-focused analysis, currently referred to as reception analysis or audience analysis. Rather than viewing the media as having a certain impact on audience behavior, the audience is seen as having an important and active role based on social positioning in determining how messages are interprete as suggested by cultural theorist Stuart Hall (in Chandler, 2001 and Zain, 2002).

The fundamentals that form reception analysis are based on structuralism and semiotics which looks into the importance of encoding and decoding of messages (Zain, 2002:15). The role of language and symbols used in daily communication is set as a priority in determining the effectiveness in interpreting messages by the audience. However, what should also be noted is the cultural background and also the social structure of the audience which may significantly affect the encoding and decoding process.

Meanings can be suggested by the author, but may not be understood and interpreted according to what was suggested. Hall (in Zain, 2002:16), further suggested three positions of which a reader would interpret text which are the dominant reading, negotiated reading and oppositional reading. Dominant-hegemonic reading sees that the reader understands, interprets and wholly accept the text as intended by the author. In negotiated reading, the reader would agree on most parts of the text while at the same time reserving a small amount of room for doubts and questions. Finally, in oppositional reading, the reader may possibly fully understand a text and interprets exactly as the author intended. However in this case, the reader chooses to read 'between-the-lines' or not to accept the message based on his or her social positioning.

An example would be like in a political election. Tom, a huge supporter of Candidate A, stumbles upon a magazine article promoting the political ideas of Candidate A. Being a strong follower, Tom would definitely accept everything stated within the article (dominant reading). Tom's friend, Dick, is also a fan of Candidate A. Unlike Tom, Dick has his own small reservations towards politicians. So when he was shown the magazine article by Tom, Dick fully understands the text. However, Dick does disagree in certain areas of the article (negotiated reading). Finally, Tom and Dick's friend Harry is a known skeptic of politicians. Harry does not trust politicians in any way. When Harry read the exact same article, he totally refused to accept any of the political ideas by Candidate A (oppositional reading).

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