Reception theory

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

The preferred reading of a media text is the meaning that the producer intends to communicate. The preferred reading of the trailer may be for the audience to perceive the stereotype that young people are violent and aggressive. 

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

The oppositional reading of the trailer may be that the protagonist is pursuing the same activities and being praised for what hes doing. This may raise negative reviews as the audience may view the main character as hypocritical.

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

The trailer may position the audience to respond to teenage characters as reckless and a menace to society.

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

Young people may disagree with this reading as they are more aware about why certain youth act a certain way. This will allow them to construct a oppositional reading of the trailer siding with the "misbehaved".

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

The preferred reading of this McDonald’s advert may be that the burger isn’t just a burger but also is a meal in itself and McDonald’s is encouraging viewers to purchase the Big Mac as it will satisfy their hunger. The negotiated reading of this media text would be that the audience is aware how flavoursome a Big Mac is but is also aware that it is junk food and will not fill them up as much as the advert implies but is a restaurant they will occasionally eat from. This would be tempered by the unhealthy nature of the burger itself. The oppositional reading to this advert may be that the audience recognises that the food is junk food and unhealthy. Therefore they will not ‘fall’ for the advert and purchase a Big Mac.

 Extension: Find your own advertisement and write a 150+ word analysis using preferred, negotiated and oppositional readings.

                                                       The Big Bang Theory

The preferred reading of this programme may be that the producers want audiences to believe that science enthusiasts are successful and happy lives rather than supporting the stereotype that they are 'nerdy' and 'uncool'. The negotiated reading of this media text may be that audiences enjoy the show but could reject the 'sexist' element of the show and dislike female representation shown. The opposition reading of the show may be that members who watch the sitcom may dislike the way science enthusiasts are presented and are not accepting of the show. Audience may also dislike the male dominance portrayed.