Audience responses

The three different type of audience responses are negotiated, preferred and oppositional.

The negotiated response is where even though the audience receive the message in a media product they will modify the message to suit their own opinions and belief. For example with a french McDonalds advert that ran in 2010 they were saying that anyone is allowed in McDonalds, however some homophobic people may think that because McDonalds allows gay people in the restaurants that they are gay, or that because it is France, they will think that french people are gay.

The preferred response is when the viewer will receive the message and accept it, so for example if a McDonalds advert came on, the viewer might start to lick their lips or maybe salivating because they want a McDonalds 

And the oppositional response is where people will reject the message completely. Carry on the theme of McDonalds some people will think that McDonalds food will make you fat, this may because some people they see go into McDonalds are fat and that they might go in regularly, or perhaps the majority of people in McDonalds are fat, therefore they are rejecting the McDonalds advert and won't go there.