Reception theory

1) What is the preferred reading of a media text?
 The preferred reading of a media text is when the producer picks and chooses how they want their audience to view the media text.

2) What is the oppositional reading of a media text?
An oppositional reading of a media text  when the audience rejects the preferred reading, and creates their own meaning for the text. 

Re-watch the trailer for the film Harry Brown:



3) How does the Harry Brown trailer position the audience to respond to the teenage characters in the film?
the harry brown trailer positions the audience to perceive the teenage characters as threats,emphasising societal issues like youth crime and gang violence and aggressive.

4) Why might young people reject this reading and construct an oppositional reading of the trailer?
young people might see the trailer differently,relating to the teenagers struggles or feeling the portrayal is one sided or stereotypical.

Look at this McDonald's advert:















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

The preferred reading of the McDonald advert would like you to make is that Big Macs are delicious and that you'd like to eat one right now because they have fresh lettuce, gherkins, sauce, cheese, two beef patties etc.The oppositional reading is that Big Macs are unhealthy, they will make you fat, and unhealthy, lead to health issues in later life and never look like the advert.The negotiated  reading allows us to know that Big Macs may be unhealthy, that they might not always be as attractive as the image but that if we eat them in moderation then we wont get fat, we can enjoy them and they are very tasty.

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