Reception Theory

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

Preferred Reading is read in the way in which the producer intends to be decoded. Audiences agree with messages and ideologies which would show that the producer has been successful.

            

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

Oppositional reading is when audiences completely reject the producers messages and create their own reading. This is bad for producers as audiences do not support them.

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

 The Harry Brown trailer positions the teenagers as reckless because they are hurting and causing trouble around the estate. It also shows that the teenagers are low income children and come from working class families.

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

This is because they might think that these are the kind of people they are seen as in society. In addition, the Harry Brown trailer stereotypes the young people in the trailer as ‘The troublemakers of society’ because they are showed to be living in an old, rusty council estate. Other young people viewing the trailer would be ‘disappointed’ the fact that they are labelled with the same people in the trailer commuting crimes like arson.

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

Preferred Reading

The fact that a regular burger is being transformed in to two types of food in one meal would make the consumers want to buy the product much more. In addition, the producers use the word ‘disguised’ which a consumer would assume that there is something hidden.This is the message that the producers want the consumers to take in while viewing the advert.

Negotiated Reading

A consumer would see the advert and would see that the product looks aesthetically pleasing but the fact that there are two types of foods in one meal would make consumers think that the taste of the food would just be jumbled and would come off wrong. However, judging by how it looks, if it has pulled of successfully it would make the consumer wonder that it might actually be worth buying 

Oppositional Reading

The advert to a consumer would look unusual and ‘too much’ as there is all the conventions of a sandwich and a burger in one. Furthermore, the word ‘disguised’ would mean there is something hidden but if there isn’t anything special to it other than it being two types of foods being ‘sandwiched’ together then it would be a waste of money.

Preferred Reading

Pressplay is a platform where young upcoming artist can show off their talent and rise to fame. It is mostly a drill based platform and has accumulated around 390,681,376 views. Consumers will be attracted to this because of the fame and publicity it receives. In addition, then audience pleasures would be that they could relate to some of the lyrics because the rappers are still local and live in circumstances that are similar to some consumers. 

Negotiated Reading 

While some people find this platform as an inspiration, others tend to dislike the platform because it promotes violence and suggests that these acts of violence 'can be condoned'.However judging by the views, majority of the consumers tend to enjoy the music. The opposed audience disagree with the whole genre of drill because it normalises and dehumanises themselves and others by casually naming dead people on a beat.

Oppositional Reading

Consumers completely resent the fact that a platform is promoting such despicable music because it fantasises the untimely deaths of youths who just 'happened to be in the wrong ('ends')' . Instead of promoting the music the audience are shocked that the music hasnt been demoted because the rappers have absolutely no regard for human lives and just talk about deaths like its 'just one of those things'.