Reception Theory

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

Preferred reading in media is where the producers communicate with the audience to try and attract and promote the brands message

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

Oppositional reading is going against the meaning the producers are trying to create .

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

In the trailer the teenagers are shown in a pack (gang) which presents them as agressive , dangerous and dehukmanized people . The trailer emphasies their involvement in criminal activities who lack sympathy . The use of dark visuals and shocking scenes of violence makes the situation distuirbing and higlhy uncomfortable to watch . 

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

Young people may reject this constuct as they may have their own beliefs and views which differ from the movie's moral .

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

In this advert , the company state their burger as being " disguised as a sandwich " . A sandwich connotes to a food being healthy and good for you whereas in this burger it contains loads of oil grease and fat . Possibly , some people viewing this ad may beleive this and convince themselves otherwise . They state the ingredients at the bottom and make it seem extremly appealing .