Reception Theory

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

    Preferred reading is how the producer wants the audience to view the media text

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

    Oppositional is when the audience rejects the preferred reading, and creates their own meaning for the text. 

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

    The video was made to represent the violent delinquent youths in a bad way and to show that they are a hazard     and can cause major problems in the streets.

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

     Young people may reject this reading, neglect the idea and create an oppositional reading as it targets their            age group and aims at them to being a certain type of problem.

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

     Preferred = The burger attracts consumers to buy and analyse the 2 in 1 big mac burger. They also made it as       a double burger to let consumers know how big it is and could be your main meal for the day. It looks different        to any ordinary burger and it brings a different style to burgers. The burger is also new and no one has made         anything like this burger so many people would want to try it out.  

     Negotiated =  People may think that McDonald's isn't a healthy place to go to and could lead people to become     more unhealthy and bigger. Others may want to try out and eat burgers as a quick meal as it can fill you up and     also taste delightful.

    Oppositional = Some people may reject the advert and may think they want to draw you into buying the burger       as it has 2 burgers in 1 and could also assume its not worth buying it as it is like any ordinary burger. They may      also reject it because it is unhealthy and increases the risk of obesity as many people buy fast food.

 

  6) Now find your own advertisement and write a 150+ word analysis using preferred, negotiated and                          Oppositional readings. 

  

   

  Preferred = In the picture there is a pro athlete training and running through poles to improve his dribbling. He is     wearing Nike Orange Mercurial which are designed for footballers. Other footballers will want to be like Ronaldo     as he is a talented Footballer and buy his shoes. This will make the consumers feel like Ronaldo as they have       the same boots he does.

  Negotiated =  Some people may feel alienated because they think you have to be a good Footballer to wear           what he wears and also be strong and physically active. Others may wear these products and use it in a way to      train and work as hard as the athlete does and be as good as them.

 Oppositional = Some may reject this advert as it focuses on men more than women as a stereotype that only          men play Football and neglect women from playing Football. Women are forced to believe that Football is for          men. This can make them feel anxious and neglected as it is gender specific.