Preferred reading
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).
Negotiated reading
Somewhere between the preferred and oppositional reading. The message is modified (partly accepted and partly rejected) depending on the individual experiences of the audience (e.g their age, gender or social class).
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.
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.
Preferred reading the movie make you scared of the character and like your in the bank robbery yourself. you want them to walk away with the money
Oppositional reading you want them to get caught by the police
Negotiated reading showtimes you laugh sometimes you fell like your their yourself
