Reception Theory

Preferred media: 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).

Oppositional reading: 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.

Harry Brown Film:

1) The Harry Brown trailer positions the audience to respond to the teenage characters in the film as rebellious gang members causing them to agree with the stereo type that teenagers are violent and dangerous.

2)Young people might reject this reading and and construct an oppositional reading of the the trailer because it portrays teenagers as destructive and anti social in society however many teenagers and young people avoid and don't associate with that which makes them feel like they don't fit in.

McDonald's advert:

The preferred reading of the McDonald's advert would be a delicious , mouth watering, new creation that has been created using fresh ingredients and meat to create a delectable burger. As it is advertised as a sandwich it could possibly make the burger seem healthier. It could possibly also be portrayed as an affordable, accessible meal for people who are busy or on the go and just need something to grab and go.

The negotiated reading to this McDonald's advert would be a new burger that would taste delicious however as there has been many scandals referring to the health effects of it's products it could be suggested to be unhealthy.

The oppositional reading for this McDonald's advert would be an unhealthy, greasy burger filled with chemical and made poorly in dirty, filthy factories.