Reception theory: blog tasks

1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?

The preferred reading for the 50 cent campaign and advent was to make the audience assume their target demographic was aimed at a younger audience who were surrounded amongst “crime”. The use of 50 Cent in this advertisement makes Rebook come across as “cool” and diverse with the use of using someone with a rather controversial background and history. The oppositional reading would be that reebok is highlighting and glorying gang life and culture which could be taken out of context and used as a negative for the company.



2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?


The preferred reading would be losing weight and mass and becoming a vegetarian. This advertisement has good connections but it was designed very badly. The oppositional would be that this is fat shaming at the highest level. This also promotes that a larger unhealthy lifestyle is okay which ends up giving the wrong message to the wrong audience while offending a large community.

3) How useful is Reception theory when analysing media products? 

Reception theory is vital while analysing media products because it highlights all the meanings of a product and really shows all the different view points and opinions on a media text. Therefore I think it’s essential for the use of analysis for media because it gives a range of outcomes.Reception theory provides a means to understand media texts by understanding that out audiences view these texts.

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