Audience Reception Theory

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

The meaning producers intend to communicate and hope the audience will receive it in this way

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

The meaning that audiences receive which is the complete opposite of what the producers intended

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

They are presented as violent and rowdy in the trailer. 

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

The trailer presents young people in a stereotypical way, as violent. Young People would feel offended and upset at this presentation and would see this as disrespectful therefore constructing an oppositional reading 


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

A preferred reading of the McDonald advert is that the burger being presented is the same size as a meal, larger than a sandwich. It is described as a tasty and high quality meal by the description 100% Beef. McDonalds intends the consumer to buy their food as a treat for themselves. A negotiated reading is that McDonalds is usually something bought for lunch or dinner so it is usually not bought as a treat for an average person, rather something as a filler meal. An Oppositional reading is that McDonalds is known as an average quality fast food brand so the concept of high quality beef and sauces is unrealistic. People would also assume the burger is full of calories and grease, making it unhealthy and contains as many calories to be equal to a meal.

Grade 8/9 Extension tasks: 

Find your own advertisement and write a 150+ word analysis using preferred, negotiated and oppositional

A preferred reading is that Coca Cola is the ideal summer drink for people to enjoy, and the taste of Coca Cola is a taste of summer. Drinking Coca Cola makes summer feel better and complete. Coca Cola wants people to buy their drinks to refresh themselves. A negotiated reading is that Coca Cola can be enjoyed during any season. It does not have to be only enjoyed during summer. It is a refreshing drink for summer however other people might also enjoy other drinks as their favourite summer drink. An oppositional reading is the sugar content in Coca Cola is high. Therefore people would not want to buy their drinks, worrying about their own health. The slogan associates happiness with consumption, which some people would see as an attempt to force the viewer into buying Coca Cola otherwise their summer will be incomplete, creating a fear of missing out.





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