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 recognized 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. 

Re-watch the trailer for the film Harry Brown:

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

The Harry Brown trailer showcases teenagers as being violent and evil savages who have no morals.

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

Young people construct an oppositional reading as many young people are non-violent hard working and thus talented. 

Look at this McDonald's advert:

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

I believe that the producers are attempting to gain customers for their new product by describing it in high level vocab to make the audience surprised by how amazing this burger may be. However there may be the oppositional reading that the producer is just lying in order to gain more consumers and in reality it is just a burger. When you combine the two readings and examine them closely you can discover a negotiated reading which is 

Somewhere between the preferred and oppositional reading. I believe that this the burger may not be as magical at it is described however it is still enjoyable for a vast group of different ages and genders however I wouldn't say social classes as people classed in C1 and above may prefer something contrasting.