1) What is the preferred reading of a media text.
Preferred reading is the way the producers intend to communicate towards the audience. They want to build on their own ideas and influence the thoughts and beliefs of the audience.
2) What is the oppositional reading of a media text?
This goes against the producer's intention and the meaning they are trying to create. This is also when the audience rejects the original meaning of the media text.
3) In the Harry Brown trailer the producers try to portray teenagers as dangerous and violent by showing that they are gang-affiliated and take part in criminal behaviour.
4) Young people may reject this portrayal as it does not reflect them as a young audience in a good light that they agree with. They might also argue that the main character, Harry Brown, has committed similar crimes and violent acts.
5) The preferred reading by the producers is that the burger is so delicious and worth it and that it adds some sort of comfort and warmth when you eat it. They also menus on the details of how it’s cooked and how the beef is harvested to make the reader believe its authenticity and allow them to think about how fresh it is. However, the reader may reject this idea and focus on the ingredients and actually think about how it may not be worth it and actually isn’t necessary even though the taste is that amazing. The producers are trying to make it seem like it’s worth it. Although the unhealthiness is talked about and is emphasised, the main point of the advert is to negotiate with the audience by trying to re-enforce the taste and worthiness of the burger while emphasising the ingredients and the way it’s made which is trying to negotiate with the reader that even though it’s unhealthy it is worth it.
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