Reception Theory

 1) What is the preferred reading of a media text

When the audience understands the message the way the producer wanted them to

2) What is the oppositional reading of a media text?

When the audience sees the message in a completely different way.

 3) How does the Harry Brown trailer position the audience to respond to the teenage characters in the film?

The trailer shows teenagers as scary and violent. This causes prejudice within the audience to think all teenagers are bad and Harry brown is in danger.

4) Why might young people reject this reading and construct an oppositional reading of the trailer?

 

 Young people will reject this reading and think completely opposite as they will see the teenagers as misunderstood or mislead.

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

 

The preferred reading of McDonald's advert may be that the big mac is delicious and tasty. People may believe that the big mac is one of McDanold's best products and will be tempted to buy one. 

The description may also seem as if it is healthy and its the must-need for all customers. However, some customers may have an oppositional reading and may believe that the big mac is actually unhealthy and produces lots of oil and grease. This may lead to a loss in apetite. People with a negotiated reading will believe eventhough its unhealthy, it is still tasty and they may have the bigmac as a treat instead of a weekly meal.