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1. Audience Theory-
David Morley

2. What is preferred,
negotiated and
oppositional views?

3. • preferred reading- The audience recognise the
values being offered by the texts and accepts them
as natural or correct.
• Negotiated reading- the audience recognise the
values in the text as legitimate and accept them in
general, but adapt their reading of the text to fit in
with their experiences and interests.
• oppositional reading- the audience understands the
values in the text, but disagrees with them and
rejects them.

4. How might audiences
read the values
expressed in your
video in these views?

5. Preferred:
• they would accept the girls choice
to get back with the boy at the end
of their video after there fight
without a second thought.
• The audience would probably think
that the dress looks pretty and not
think any deeper into why the girl
is wear the dress.

6. Negotiated
• They would accept the girls choice
to get back with the boy at the end
of their video after there fight,
however they would question this
decision.
• The group of people would be
weary about this choice of
costume but overall not care about
her choice of outfit.

7. Oppositional
• they would reject and argue
against the girls choice to get
back with the boy at the end of
the video after their fight as they
had a negative moment in this
video.
• The people in this view may find
the white dress to contrasting to
the video itself as the white
connotes purity, yet she is going
after this guy.

8. Way to encourage the
target audience to take a
preferred reading

9. Make sure
that the
characters
actions
are not
misleadin
g,
nonsense
and
entropic
for the
genre
Make
sure that
the
content
and story
in the
video is
not
offensive
to any
group or
individual
Use
anchorage
to make
sure that
the
meaning
of the
music
video is
not lost or
misunders
tood
use key
conventio
ns from
the indie
genre so
that the
music
video fits
in with
other
videos
from this
genre

10. what kind of person might
take an Oppositional
reading?

11. People with this view are most likely to be:
People who
like other
genres like
rock
Cynical
people
People with
an
antipathetic
nature
Pessimistic
people
Judgmental
people