Reception Theory

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

The preferred reading is  the idea that the producer intends to send

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

The oppositional reading is the idea that goes against or is the opposite of the idea that the producer intends (preferred reading)

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

That all or most teenagers now are thugs and are involved in crimes and gangs.

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

Young people may reject this and construct an oppositional reading because they may believe that not all teenagers are involved with gangs and crime. They may also know this because they are teenagers themselves.



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

A preferred reading may be that the new Big Mac is a whole meal and that all good things in a normal meal are all in the Big Mac. In addition, McDonald's is also saying that the Big Mac is healthy as in a good meal all the ingredients are normally not too bad for you.

A negotiated reading could be that the Big Mac is not comparable to a normal meal and a consumer may think that a burger is not enough. However, the consumer may think that it is a healthy alternative to a normal meal even if it will not satisfy your hunger.

An oppositional reading could be that the Big Mac is not healthy and that it has a lot of processed ingredients. It also could be that there is not going to be enough food to be compared to a meal as stated in the negotiated reading

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