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 rejects the intended message and constructs an opposite reading instead. This can be due to their own social, political or moral beliefs and values.
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?
Negatively, the trailer positions the young teenagers as bad news and rebellious and even dangerous, causing us to resent them and take Harry Brown's side.
4) Why might young people reject this reading and construct an oppositional reading of the trailer?
Young people may have an oppositional reading to this trailer as they may relate to them/feel identity to the young people or may just feel sorry for them when they're getting tortured by Harry Brown.
Look at this McDonald's advert:
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's yummy and people may get hungry when seeing it, causing them to purchase the product. The negotiated reading could be that, yes, it looks yummy and desirable but it's also unhealthy and bad for you to eat. However the oppositional reading is that it's unhealthy and looks disgusting, making the consumer for the advert to not want to eat/purchase this product.
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 rejects the intended message and constructs an opposite reading instead. This can be due to their own social, political or moral beliefs and values.
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?
Negatively, the trailer positions the young teenagers as bad news and rebellious and even dangerous, causing us to resent them and take Harry Brown's side.
4) Why might young people reject this reading and construct an oppositional reading of the trailer?
Young people may have an oppositional reading to this trailer as they may relate to them/feel identity to the young people or may just feel sorry for them when they're getting tortured by Harry Brown.
Look at this McDonald's advert:
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's yummy and people may get hungry when seeing it, causing them to purchase the product. The negotiated reading could be that, yes, it looks yummy and desirable but it's also unhealthy and bad for you to eat. However the oppositional reading is that it's unhealthy and looks disgusting, making the consumer for the advert to not want to eat/purchase this product.
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