Reception theory: blog task

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

The message or ideology/belief of producers want the audiences to believe.

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

This is when the consumer takes away an opposite message or belief different to what the producers intended.

Re-watch the trailer for the film Harry Brown:

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

That teenagers are criminals, relentless and violent.

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

Because they might say that its not the teenagers fault and they are victims

Look at this McDonald's advert:































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

Preferred reading: The preferred reading represents the dominant, intended interpretation of the ad. In the case of a McDonald’s commercial, this might emphasize the enjoyment, convenience, and affordability of the brand. Viewers are encouraged to associate McDonald's with happiness, togetherness, and indulgence. The ad likely portrays a positive, aspirational lifestyle, where McDonald’s is a symbol of comfort and familiarity.

Negotiated reading: In a negotiated reading, the audience accepts some parts of the message but questions or modifies others. A viewer might agree with McDonald’s portrayal of convenience but could have concerns about the nutritional value or environmental impact of fast food. While they may enjoy the brand’s offerings, they might not fully buy into the idealized lifestyle presented, acknowledging both the appeal and the limitations of the brand.

Oppositional reading: An oppositional reading occurs when the viewer completely rejects the intended message. In this case, an audience member might critique McDonald's for promoting unhealthy eating habits, contributing to environmental harm, or supporting exploitative labour practices. This reading challenges the portrayal of the brand as a positive, wholesome choice, instead seeing it as part of a larger societal issue related to corporate responsibility or public health. 


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