Reception Theory:

 

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

The preferred reading is the meaning the producer wants the audience to accept.

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

An oppositional reading is when the audience disagrees with the message.

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

The trailer makes the teenagers look violent, dangerous, and threatening, so the audience feels fear and anger towards them.

4) Why might young people reject this reading and create an oppositional reading?

Young people may feel the trailer is unfair and stereotypical. They may think it shows teenagers as bad and ignores social issues like poverty or lack of support.

5) McDonald’s advert analysis (150+ words, very simple)

The preferred reading of the McDonald’s advert is that McDonald’s is a happy, friendly, and positive place. The advert uses bright colours, smiling people, and upbeat music to show McDonald’s as enjoyable and welcoming. The audience is meant to feel that McDonald’s brings people together and makes everyday life better. The company wants audiences to trust the brand and feel good about buying their food.
A negotiated reading is when the audience enjoys the advert but still has some concerns. For example, viewers may like the friendly atmosphere and agree that McDonald’s is convenient, but also understand that the food is not very healthy. They accept some of the message but not all of it.
An oppositional reading is when the audience completely disagrees with the advert. Some people may see McDonald’s as unhealthy, linked to obesity, or bad for the environment. They may believe the advert hides these problems and shows an unrealistic image of the brand.