Reception theory:

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

Preferred Reading - how the producer wants the audience to view the media text. Message or ideology belief the producer wants to enforce.

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


Oppositional reading: the reader is in a social situation that places him or her in direct opposition to the dominant code. Consumer takes away and opposite message or belief. 

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

he uses violence money and drugs to show respond to the fact that teenage knife crime has increased in the recent years.

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

the reason they may reject this is because some young people may not relate to how this trailer is stereotyping  them to be.


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

some young people may disagree since its racially motivated since there was a lot of coloured people in the trailer

Preferred Reading

The producers intended to communicate that the burger is bigger than most by calling it the "Big Mac" .The 100% beef is a code saying that this burger has nothing in the beef that is making the patty bigger. This Stereo type was displayed in a movie called "Good Burger" which was to warn people why some burger meat is unnaturally big. They only describe the cheese,lettuce,pickles and bun because they are the most healthy thing in the burger and to steer the audience away from the idea of the acids in it. They also just present the burger to make the audience hungry and want to try.

Negotiated reading

Some of the audience may want this burger now because they are hungry and they have never had problems with burgers. But others may not want this because they have had a bad experience because of artificial modifications with burgers. McDonald's is well known for having enhanced burgers and they have a lot of unhealthy fat which can easily lead to obesity. Also McDonald's is open on Christmas day forcing Millions to work on Christmas day. The Grilled Sweet Chili Chicken Premium McWrap, Buffalo Ranch McChicken sandwich, Premium Classic Grilled Chicken Sandwich and the Premium Southwest Salad with Grilled Chicken are all a bit high in sodium, but also low in fat and calories by fast-food standards.


Oppositional reading

Not getting overtime pay on major holidays is bad, but unfair wages is a widespread problem for McDonald’s workers year-round. Pink slime has long been illegal for human consumption in the UK and is used in some of the burgers and all there chicken nuggets. McDonald’s burgers cannot rot under certain circumstances, but that in general they won’t decompose on their own. The only things that don't go out of date are the most unhealthy things like Twinkies.




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