Moving on to the next section "Producers Intended Meanings". The authors are refering to a point made by French theorist Roland Bathes that text offers "a multidimensional space that the reader deciphers or interprets" and that images and media may hold different meaning for different readers/viewers. They've made Barthes concept pretty clear but then they go on to say..

"Barthes advocated for the work of a critical and analytical reader whose interpretive practices are grounded in the historical contexts and postions from which texts are always read, as a means of showing how the authority of the author as the primary producer of the literary text is in fact a myth."

Then they try to explain what Barthes means here by saying...

"His point was, in part, that texts are produced in the act of reading them and that these acts are performed from the cultural and political perspectives of readers and never fully according to the intentions of the author or producer."

Wow...that really clarified it for me! Ha!

I think what they are trying to point out is that an authors intended meaning may be not be how the viewer/reader interprets it. Any thoughts?