Reception theory

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

The intended message the producer wanted the audience to understand

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

When the audience ignore the intended message and take away a completely different message

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

The producers of Harry Brown want the audience to see the teenage characters in a bad light (criminals, delinquents)

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

Young people might create an oppositional reading as they want to counter how they are portrayed in the film

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 is that it promotes the idea of McDonald's as a convenient and enjoyable meal. It showcases the deliciousness of the hamburger, appealing to consumers' cravings for fast food. The enticing imagery creates a positive association with the brand, suggesting that indulging in this burger can bring happiness and satisfaction.

From a negotiated reading, viewers might appreciate the ad's appeal but also recognize the negative health implications of fast food. While the burger looks appetizing, some consumers may be aware of the nutritional concerns associated with consuming such foods regularly. This perspective acknowledges the enjoyment of fast food while also considering the need for balance in people's diets.

An oppositional reading might identify that the ad is promoting unhealthy eating habits, especially among children. Some people may argue that the ad appeals to the negative impacts of fast food consumption, such as health issues like obesity and diabetes. This perspective challenges the positive portrayal of McDonald's, highlighting the potential negative effect of fast food advertising on society.