Reception theory

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

Preferred reading means what the producers want you to think.

2) What is the oppositional reading of a media text?
giving the consumer an opposite meaning

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?

Consumers may think harry brown is an ordinary old man but he is an energetic skilled man

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

the consumer may think young people are arrogant and dangerous.

 

Look at this McDonald's advert:

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

The producer wants you to think about the burger.

An preferred reader will think about the burger whereas negotiated readings are will have a point of getting the burger and no getting the burger.

Opposition readers may think about the burger as disgusting if they are a vegan or vegetarian.