Reception theory

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1) What is the preferred reading of a media text?
The meaning the producers intend to communicate.

2) What is the oppositional reading of a media text?
Goes against the meaning the producers are trying to create.

3) How does the Harry Brown trailer position the audience to respond to the teenage characters in the film?
The audience will have a negative perspective of teenagers because they’re represented as bad people.

4) Why might young people reject this reading and construct an oppositional reading of the trailer?
Not all teenagers act in such a bad manner. Teenagers may find the trailer offensive because of the way they’re being represented to the rest of the world.

5) Write a 150+ word analysis of the McDonald's advert using preferred, negotiated and oppositional readings.

Preferred: The writer wants the audience to be attracted to the Big Mac that they're selling. They've used editing to make the burger look more appealing and they have provided facts that could possibly make the audience want to try their new burger. The preferred reading of this advert would be wanting to give McDonalds your money so you can try the burger and love the burger just the way it is, unhealthy and all. 

Oppositional: the oppositional reading of this ad could be that the burger doesn’t loom like that in real life. It’s more squished together and “disgusting” looking. People could also go against this ad because it is only aimed at people who eat meat. It excludes vegetarians, vegans and most religious muslim people as they require halal meat. The advert could be seen as uninclusive because they’re marketing to everyone but not everyone can eat it.

Negotiated: the negotiated reading of ethics advert could be that it looks good, is a big and quick filling meal in one trip to a fast food restaurant but it also doesn’t look like that in eal life however it is good for people like builders who have short breaks and long days.

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