The interpretation of a text related to mass media, which is different from the intention of the original creator, is called:

An interpretation of a media text that departs from the original creator's intended meaning is called deviant decoding.

It names the case where the audience reads the message against the encoder's preferred meaning.

Impersonal decoding is not the recognised term for a reading that diverges from intent.

An above-the-line reading is an advertising-spend category and has nothing to do with interpreting against intent.

Asymmetric decoding is not the established label for a reading that breaks from the creator's meaning.

Deviant decoding therefore captures the audience's oppositional or divergent reading of the text.

This idea connects to Stuart Hall's encoding and decoding model.