Reception Theory

 Reception Theory:  

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

1) Preferred reading of media text is what the producers want consumers to believe and interpret from watching the media piece.

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

2) Oppositional reading of media text is what consumers believe after watching the piece. It goes against what the producers want you to believe.

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

The Brown Trailer, the producers of this media piece portray teenagers as a danger to society or possibly even a threat. The actions make people believe that they act badly and affect people around them.

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

Younger people may reject this because it is what producers are aiming for people to believe. It does not necessarily describe every young person which is something the consumers consider.

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

The advert is to introduce a Big Mac. Preferred reading the producers want us to believe that the Big Mac is disguised as a sandwich which contains all the same ingredients of a healthy sandwich. They advertise the sandwich saying it uses all fresh buns and meat which may appeal the consumers as a better and quicker solution for food. McDonalds promotes the introduction of a new product adding emphasis of how special this new product is. McDonalds wants the consumers to believe how good and great it is compared to a normal sandwich. The negotiated reading is advertising a meat sandwich may not mean all people. Social Class also contributes to this although McDonalds may not be extremely pricy however some people with more money and belong in higher status may enjoy a fancier option rather than fast food. McDonalds is a well known brand and fast food option around the world, many people with the experience of fast food would believe it is not healthy due to people knowing it is most likely unhealthy. The oppositional reading is what the consumers finally believe and taken which is the opposite of the preferred reading. The consumers may agree with the fact that it's a new product however may think it isn't any different since it is being advertised as a sandwich in a new form with ‘two meat patties’ which is unique to consumers who may not find it in other fast food restaurants and is a special limited item.