Reception theory

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

The meaning the producers intend to communicate. This builds on the idea that producers can position the audience in a certain way and influence their reading so they accept the intended message by using recognised codes and conventions (such as stereotypes).

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

The oppositional reading goes against the meaning the producers are trying to create. The audience reject the intended message and construct an opposite reading instead. This can be due to their own social, political or moral beliefs and values. 

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

The film Harry Brown positions the teenage characters as very bad people that do bad things. For example, the teenagers are to be burning and destroying things.

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

Young people may not like this film because it portrays them as very bad people, even though some teenagers are well behaved.

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

Preferred reading: This is the intended interpretation by the creators of the advert. In McDonald’s advertisements, the preferred reading typically presents the brand as a symbol of convenience, quality, and enjoyment. people are encouraged to associate McDonald's with comfort, indulgence, and a sense of community, often using bright colors, happy customers, or friends enjoying food together. The message conveys that McDonald's offers quick, affordable, and satisfying food , making it an attractive option for busy individuals or families.

Negotiated reading: Some viewers may interpret the advert with a more critical eye, balancing the intended message with their own experiences or context. For instance, while they might acknowledge McDonald's as a convenient and affordable option, they may also be aware of concerns around health, environmental impact, or labor practices. They might enjoy the food but also question the value of the food.

Oppositional reading: Some critics of McDonald's might interpret the advert as promoting unhealthy eating habits, perpetuating consumerism, or exploiting labor. These viewers may be against fast food culture and use the advert to highlight issues like obesity, environmental degradation, or poor working conditions within the company. They would resist the idea that McDonald's provides value, seeing it instead as a symbol of corporate greed and harm.

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