Reception theory

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

Its is the interpretation that aligns with the intended meaning of the producer.

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

Its is the interpretation that contrasts or contradicts the intended meaning of the producer.

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

The Harry Brown trailer depicts the teenage characters as aggressive and threatening, encouraging the audience to see them with distrust, unlike the empathetic view they would have on Harry Brown. 

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

A young person may dismiss the fact that the Harry Brown trailer depicts teenagers as only aggressive, viewing them as outcomes of a bad lifestyle that has been carried on from their parents. The audience might be able to relate to the characters, seeing their behaviours as reactions to misfortune instead of an  intended danger, making them question the stereotype of youth as threatening.

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

The advertisement for the McDonald's Big Mac is understood differently based on the viewer's viewpoint.

Recommended interpretation: Consumers will call the Big Mac as a amazing, legendary fast food choice that resonates with McDonald's image of convenience and pleasure. The advertisement targets individuals who view the Big Mac as a trusted, well-known option.

Negotiated reading: Certain consumers might appreciate the Big Mac while recognising its negative health attributes, including its high calorie levels and processed meats and other ingredients. They might view it as a special treat or a rare occasion instead of a regular meal option.

Oppositional reading: Some people dismiss the advertisement, condemning the Big Mac for its role in health issues, obesity, or environmental damage. They might see McDonald's as endorsing unhealthy eating behaviours.

These various interpretations demonstrate how individual values, awareness of health, and wider societal concerns affect the way in which viewers understand and respond to the advertisements.

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