Reception theory: blog task




1) What is the preferred reading of a media text?
The message or ideology/ belief the producers want the audience to believe.

2) What is the oppositional reading of a media text?
When the consumer takes away an opposite message or belief different to what the producers intended.

3) How does the Harry Brown trailer position the audience to respond to the teenage characters in the film?
The position creates the image of young people to be antisocial and as criminals as they were portrayed as gang members who kill older people. therefore, the audience respond negatively to the teenagers but positively to the protagonist.

4) Why might young people reject this reading and construct an oppositional reading of the trailer?
young people are being portrayed as bad and evil, most are not and may take some sort of offence. therefore they feel like victims and believe they are innocent.


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

The preferred reading for the McDonald's advert is that their sandwiches are disguised as meals, suggesting that their food will make people feel full and the food looks and taste good due to the descriptive ingredients that make it sound appealing.
The negotiated reading for the McDonald's advert is that it is being portrayed as healthy, tasty, very big and filling or very great for buying it as a meal as all it takes is to order it and you would have food. in other words, it is very accessible and easy to get/ get addicted to.
The oppositional reading for the McDonald's advert is that it is unhealthy and they are manipulating people into buying it with the mindset that it is quick, accessible and healthy.

Grade 8/9 extension tasks: 

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




The preferred reading for the ketchup ad is that it is a natural process of tomato sauce not actually made of chemicals, made up of real tomatoes and is the best naturally made sauce.
The negotiated reading for the ketchup ad is that they still make the sauce but use natural ingredients like real tomatoes but some red food colouring and some chemicals.
The oppositional reading for the ketchup ad is that they are partially lying because it is not healthy if it was compared to just having tomatoes alone as it contains other chemicals or ingredients. 








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