Reception Theory

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 reject the intended message and construct an opposite reading instead. This can be due to their own social, political or moral beliefs and values. 

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

It intends to portray adolescents in a bad light and commonly associates them with crime and the terrorising of older citizens. As if they are reckless, careless and have no respect for their society or it's environment.

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

Nonetheless, it feels as if it's speaking on behalf of all teenagers however the characteristics  indicated only apply to a small minority of trouble making teens. I, for one, would not harm or threaten a senior citizen based on their age alone or appearance and like me, many teenagers might find the image of teenagers in this film not one they could relate to. On the other hand, some of the minority that connect with the portrayal may turn the tables and counter with hate against the elder members of society. Therefore agreeing with the antagonist's views.

5) Write a 200 word analysis of the McDonald's advert using preferred, negotiated and oppositional readings.

6) Now find your own advertisement and write a 200 word analysis using preferred, negotiated and oppositional readings.