1) What is the preferred reading of a media text?
The Preferred Reading of a media text is the meaning that the producer wants the reader to have.
2) What is the Oppositional reading of a media text?
The Oppositional reading of a media text this when the consumer takes the unintended message from a piece of media.
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 positions the audience to view the teenage characters as aggressive and dangerous. This is obvious because the teenagers in the video are often with weapons which connote aggression and death.
4) Why might young people reject this reading and construct an oppositional reading of the trailer?
4) Why might young people reject this reading and construct an oppositional reading of the trailer?
Young people may reject this reading and adopt an oppositional reading of this trailer because they may feel as if the younger characters in this trailer are misunderstood and actually undeserving of the aggression they are being shown by the elder character in the trailer.
Look at this McDonald's advert:
The preferred reading of this poster would be that the burger in the poster looks delicious and would make consumers want to purchase a burger for themselves. They may feel this because the burger is pictured in a way that makes it seem most appetizing to the consumer. In addition to this, there is text above the sandwich which indicates that the Big Mac© is equivalent to a meal, which makes the consumer feel as though they will be getting an entire meal when they buy the burger.
The negotiated reading of this poster would be that the burger is unhealthy but tempting. They might think this because the burger in the image appears pleasant but upon reading the text below the burger they may see the sandwich as unhealthy because the footing of the poster mentions a list of the ingredients in the burger, which some may find unappealing or unhealthy.
The oppositional reading would be that the Big Mac© is unappealing and only for larger people. They may see the burger as repugnant because they are vegetarian/vegan or don't eat beef. In addition to this, the penultimate sentence in the footing of the poster reads " Come now, bring us your bigger than average appetite". This indicates that the people who eat at McDonald's TM have larger than average appetites, which could be taken to mean that the people who eat there are fatter making the consumer feel as if they are fat for eating there.
6) Now find your own advertisement and write a 200-word analysis using preferred, negotiated and oppositional readings.
The prefered reading of this poster would be that the drink they're selling is tasty and the only drink they need to buy. They might think this because the poster is made up of vivid colours and bright colours are associated with a large amount of flavour. In addition to this, the text on the advertisement indicates that there is no lunch that this drink won't go with, making consumers feel as if this is the only drink they need.
The negotiated reading of this poster would be that Oasis© is delicious but unhealthy. They may think that this because the poster's text suggests that the drink is unmatched in flavour. However, they may think it is unhealthy because bright colours are sometimes associated with sweetness and artificial flavour and the poster is made up of very vivid colours.
The oppositional reading of this would be that the poster is denouncing the consumer's opinion on the drink. They might think this because the text on the poster tells the consumer that they're wrong, making the consumer feel as if their opinion on the drink is incorrect.
Extension task:
Watch the rest of the Plan B TEDx lecture about his plan to help disadvantaged young people through film and music. Do you agree that he presents a positive view of young people?
I agree that presents a positive view of young people because he shows the truth behind why children act certain ways and this helps people with a negative opinion towards young people change their viewpoint on their behaviour.
Written By Aishwarya Odedra
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