Oppositional Reading - Where the audience does not accept the messages portrayed in a media text.
Preferred Reading - Where the audience accept the messages portrayed in a media text.
Negotiated Reading - A compromise between preferred and oppositional reading, where the audience accept part of the views, but also have their own.
This is all part of the Reception Theory.
Convergence - Ensemble of media platforms
GRACE - Gender, Race, Age, Class, Ethnicity
Q1 - 1 mark - industry based
Q2 - 4 marks - either videos or radio
Q3 - 10 marks - radio or videos
Q4 - 5 marks - magazine
Q5 - 15 marks - magazine
Black Magic's music video
Oppositional - Audiences may disagree/oppose the stereotypical 'high school' characters included as well as the cliche stereotypical social groups. The popular groups have a bad reputation which many audiences may disagree with.
Preferred - very inclusive music video would make audiences feel included - body shape, ethnicity and role models.
Negotiated - whereas teenagers would partially agree or disagree.
The Vamps music video
Preferred - stereotypically women can be sexualised in music videos through their clothing. This would likely be accepted by men.
Oppositional - women object the message due to social differences. Some people might reject the lac of inclusion within a music video - they would feel excluded.
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