Reception theory

 1) What is the preferred reading of a media text?

How the producer wants the audience to view the media text

2) What is the 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?

It shows hat the thought of teenagers immediately links to violence and drug misuse.

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

Because many young people don't feel the same way since they aren't like the way that they are described and they might think that the preferred reading is stereotypical.

Look at this McDonald's advert:






























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

I think that this McDonald's advert shows that the preferred reading for the audience is that a big mac is a good, tasty and fresh burger. It advertises the burger as a normal sandwich in disguise as a big tasty meal. Additionally, I believe that the negotiated reading of this big mac meal might be that even though it isn't very healthy, it can be quite delicious so sometimes it is okay to have one. Lastly, in my opinion, people might point out that the big mac shown in the advertisement, doesn't always match with the one people are given in real life. This might be what people call the oppositional reading for the audience. This connotes that the advert might be describing a product off their menu that is not the same in real life as it is shown online so they might think it is a false advertisement.


















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