Reception theory

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

The meaning the producers intend to communicate. This builds on the idea that producers can position the audience in a certain way and influence their reading so they accept the intended message by using recognised codes and conventions (such as stereotypes).

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

The oppositional reading goes against the meaning the producers are trying to create. The audience reject the intended message and construct an opposite reading instead. This can be due to their own social, political or moral beliefs and values. 

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

That The teenagers have had a rough life as they are living on a council estate and they wanted to cause harm as they were bored.

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

Because how the teenagers are reacting in the trailer

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

a preferred reading of the McDonald’s Big Mac advert could be that the new sandwich being launched is delicious – the beginning of the text says “It’s as good as it is big”. The image also reinforces this preferred reading because the burger looks absolutely perfect and packed with flavour. Another message the advert is trying to communicate is that the Big Mac is large and contains as much as a full meal – “A meal disguised as a sandwich”. The end of the anchorage text also asks the audience to “bring your bigger than average appetite”. This is trying to tell the audience the Big Mac burger is a large and generous portion and will fill the audience up.

In conclusion, most audiences will probably take a negotiated reading of this advert. They will recognise that the image and the text is perhaps not a reflection of the reality of ordering a sandwich in McDonald’s but nevertheless be tempted to try a Big Mac because of the description and tempting picture of the product.