Reception theory

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

 The creator's intended interpretation of the media text for the audience

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

when a reader chooses not to follow the recommended reading and interprets the text in their own way.

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 demonstrates how the idea of teenagers is instantly associated with drug abuse and violence.              

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

Since many young people don't identify with how they are portrayed, they may believe that the recommended reading is stereotypical and don't feel the same way.

Look at this McDonald's advert:

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

This McDonald's advertisement, in my opinion, indicates that the audience's favoured interpretation is that a big mac is a delicious, fresh burger. The burger is marketed as a substantial, delicious meal while really being a typical sandwich. Furthermore, I think that the negotiated reading of this giant mac meal may be that, despite its lack of health benefits, it may be really tasty, so occasionally indulging in one is OK. Finally, I believe that people may bring up the fact that the large macintosh displayed in the commercial doesn't necessarily correspond with the one that individuals receive in real life. This could be referred to as the audience's oppositional reading. This suggests that a product may be described in the advertisement off their menu, which differs from what is displayed online and in person, leading them to believe it is a deceptive advertisement.