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: McDonald's wants us to understand that this burger is built to be a whole meal. They list the ingredients in the advert to tell us that their product is healthy and that everyone should buy it. 

Negotiated reading: However, some customers are concerned but not avoiding the product like a disease. These customers consume the product but not too much that they experience consequences of it. Another part is they like how McDonald's is quick to make their food, which is the reason that they call it a fast-food restaurant.

Oppositional reading: Some critics might interpret that this isn't a healthy menu item at McDonalds and eating it will lead to dire consequences. People might also think that the ingredients used to make the product aren't fresh and unhygienic. People also think that the meat used in the burger isn't even meat. Critics think that the meat used is unnatural or dangerous.