task 1;
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.
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 trailer positions the audience to respond to the young people as dangerous and vulnerable due to the fact that they are easily influenced.
4) Why might young people reject this reading and construct an oppositional reading of the trailer?
They might reject it because the producers might be stereo-typically referring to all young people who grow up in estates as someone
who are associated in gang culture.
task 2Write a 150+ word analysis of the McDonald's advert using preferred, negotiated and oppositional readings.
The preferred reading of this advert is for the producers to make the consumers want to love McDonalds as much as they do and for the audience to want to buy their product. By them putting this burger as the cover picture it may make the consumers feel like they need to buy it because they advertise it as being "as good as it is big ... its all your kind of place". McDonalds portrays their burger as being delicious.This may be targeted for the social class D . The oppositional reading is that some of the audience may go against this and think mcdonalds is over exaggerating how delicious their burger is. Also some of the audience may be vegetarian and may be offended by how McDonalds says "its all your kind of place" as vegetarians dont eat meat. Another oppositional reading that could occur is that some of the audience may not like Mcdonalds food in general and this advert may annoy them. This may be targeted at the social class B and A.
The negotiated reading may be that some audiences may want to try it and some dont so therefore the advert is accepted and rejected at the same time.
The negotiated reading may be that some audiences may want to try it and some dont so therefore the advert is accepted and rejected at the same time.
Task 3;6) Now find your own advertisement and write a 150+ word analysis using preferred, negotiated and oppositional readings.
PREFERRED READING: The producers are trying to communicate that buying their product will make you look beautiful etc and could potentially mean you'll be powerful and fearless. OPPOSITINAL READING: Some maybe extremely disappointing and offended as the producers may try to communicate women need to be beautiful by being tall skinny and white. Other people from different backgrounds and ethnicity might think that this advert is horrible and extremely wrong. NEGOTIATED READINGS: Some people may not like that fact that it has a white model on the front cover, but the are not to be bothered but would prefer other races and ethnicity on the front cover.
No comments:
Post a Comment