active audience theory question answer

1. What is the preferred reading of your text?
How and why did you create this reading?
(Link this to McQuail + Katz)

2. What oppositional readings were made of your text?
Why was this possible?
What could you have done to prevent this?

3. what was the negotiated reading of your text?

Why did your audience arrive at this conclusion?

The preferred reading of my text is to show that there is a rock band that looks like the typical stereotype of a rock band performing their song and they are in the typical setting of a rock bands location as it is plain and simple and the area is just for one reason, to play music loud and hard, also the attitude of the band suggests that it is rock. This reading was created by applying McQuail and Katz theory by using the identity text and this shows that our bands appearance and attitude is celebrity driven creating a sense of self meaning and this gave the effect of our band being a proper rock band as all of the main features were copied from a pre-existing band.

The oppositional readings that are in our music video suggest that the location of the video is not correct for a rock band as the setting is in a summer log cabin and it looks too soft and friendly to fit in with the typical setting for a rock video, to challenge this convention we decided to put up a couple of rock poster in the background and this roughened up the background, but it did not give off the impression that we were looking for as it made the setting feel like a teenagers wall with all of the posters.

The negotiated reading of my text could be that although the audience know that the setting is not of an alternative rock genre and it makes the musicians seem lees of a rock band, all of the clothes, attitudes, editing speed and beats of the song show that the band is a rock band because their appearance and attitude is of a typical rock genre. The audience arrived at this conclusion because they were looking at my video and comparing it existing conventions and stereotypes and this is where they gathered the conclusions for my music video, also it is down to the audiences point of opinion because some would think different to others and won’t see what others see as being incorrect for the genre.