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?
The trailer makes teenagers appear as violent, ruthless anarchists who cause crime and trouble
4) Why might young people reject this reading and construct an oppositional reading of the trailer?
Young people could see the trailer as an invitation to cause more chaos
5) Write a 150+ word analysis of the McDonald's advert using preferred, negotiated and oppositional readings.
Preferred reading:
The producer wants the consumer to feel hungry which is why they displayed a perfect photo of the burger. The description of the burger should excite the reader and persuade them into going to McDonald's and buying the burger.
Negotiated reading
The consumer sees that this is a meal that might taste good but might not be available to eat due to lack of money or religious reasons
Oppositional Reading:
The advert could make consumers turn away from the product as it is junk food and it is seen by some people as unhealthy
Preferred reading:
The producer wants the consumer to feel hungry and be encouraged to buy the product so that they can use it on their coffee.
Negotiated reading:
The consumer decides that the biscuits are a good product to buy but they may not want to buy the product right away
Oppositional reading:
Some people may not like plain biscuits and so they will reject this product
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