Reception Theory

Reception Theory

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

We first have to analyse the mise-en-scene to help us apply our meanings to the three keywords. On the last post we have analysed the different mise-en-scene in this image. The preferred meaning is what the producers wants the audience to see, to apply the producers meaning to the audience. On first glance we can analyse the picture of the fingerprints, the rapper 50 cent with his quote and the Reebok logo. So if we can put ourselves in the producers shoes we can analyse the meaning, which is to buy Reebok shoes. 

So now that we understand the dominant reading we can now adjust the preferred meaning with our own. One negotiated meaning could be about the quote on the advert. The quote is a motivational text,a text which kinda influences the audience. But some audiences might say that the quote might not fit with the advert. This could be also known as polysemy because there is multiple meanings that the audience can interpret.

The oppositional reading can be analysed by rejecting the preferred meaning. One oppositional meaning that the audience can interpret is the fingerprints on the right side. Some audiences might think the fingerprint is cool and fits with the advert, but some audience might think that with the celebrity rapper and the fingerprints on the piece of paper, that it relates to criminality and violence.

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 main meaning that the producers wants the audience to interpret is that, Porsche is a fast car. This is the dominant meaning because the way Porsche wrote the advert. How they wrote helps a lot with analysing the main meaning. 

With the main meaning we can now adjust our view for the negotiated reading. Some audience might agree with Porsche that it goes fast and it looks really good. But may claim that it's too expensive to buy, don't need a car. They agree with the main meaning but have counter claims for these meanings.

The oppositional reading we can analyse for this image is that some audience can interpret that the car is suggesting that it promotes driving fast and recklessly. Some oppositional reading also could be that they don't need a car. The oppositional reading is rejecting the main message and seeing the opposite side of the message. 

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

When producers makes advertisements for their products is really important that they have good reception theory. This is to give the audience a meaning to the audience for it to be interpreted in a good way. Some examples of bad reception theory in adverts are adverts that could be interpreted in a bad way, where the preferred meaning is the over shadowed by the negative meaning. The producers wants the audience to see it in a positive light so they can buy their products and get sales. But if the negative meaning is dominated over the producers intentions, it could ruin sales, leave the company in a bad light or even get cancelled by the audience.