Reception Theory

Types of Reading:
Preferred: A piece of media which advertises a product in the way
they want the viewer to anticipate it: where the producer wants the
responder to think of the production they intended it. EG.
McDonalds Advert
Negotiated: A piece of media where the preferred reading is
presented, however the viewer brings in their own opinions with it.
Oppositional: A piece of media where it is set on a negative viewing:
the opposite of preferred. EG. Supersize me