Emedia year 1 assignment 3

Key terms: Text: 

Text is when any media product is consumed by reading, listening to sound or looking at images. An example of text is a clip for a game/film showing how the game is going be and so this can attract different audience types.

 

Devil May Cry 4  Reading: 

Reading is how text makes meaning to the consumer and how the consumer understands a media product. An example of reading is how you know what a radio presenter is talking about and what is happening.

Preferred Reading: 

Preferred reading is how the producer wanted the audience to understand his meaning from text .It is when an audience agree with some text.

An example of this is Al Gore’s film ‘An Inconvenient Truth’, this film shows the effects global warming is having on the planet;  a preferred reading is when the audience agree with what Al Gore is getting across. The idea is that you leave the cinema concerned about global warming and carbon emissions.

 

 

Oppositional Reading: 

An oppositional Reading is when the audience of a text may disagree with what meaning the producer is putting across. An example of this is could be the audience for Inconvenient Truth viewing the film and not believing that global warming was caused by carbon emissions.

 Negotiated Reading  

A negotiated reading in the instance discussed so far could be a viewer of an Inconvenient Truth broadly agreeing with the producers views, but not feeling it was necessary to change their own lifestyle to reduce their own carbon footprint.

 

Cultural Competence: 

Cultural competence is when a person understands a particular culture or experience in a media product. An example of this is when a character in a film is very hungry, we all know what it feels like to be hungry so the viewer understands how this character feels.

 Cultural reserve:

Cultural reserve is how a person views certain lifestyles gained through experience.