Question 2c
Different Audiences can respond differently to the same media text for a range of reasons. Some could have oppositional readings and instantly disagree with what creators wanted the text to convey and its intended meaning. This could be down to many reasons such as the fact that they could have different backgrounds, ethnicities, beliefs and different experiences to what the producer is trying to show us, not allowing for a relatable or identifiable text or situation to provide and support the user gratification theory. Another factor could be purely down to the age of the viewer, they may not understand or agree, or wish to conform with what is being shown on screen. For example, the 2015 John Lewis advert would appeal to very different audiences. Typically a white, British, middle class, family orientated person would share a dominant reading and would ratify and agree with the producer’s intending meaning, as the John Lewis Christmas ‘persona’ has such a valuable part in Christmas culture in the middle classes, they would dismiss any obvious flaws such as space and science constraints and dive into a world of childish, Christmas fun in the touching way the producer intended. This would ensure the Middle class’s continued custom within the John Lewis department store chain. However, a Black, lower class citizen, not astute with British culture and subculture may not be able to relate to the advert and therefore not establish or continue custom at John Lewis. The predominantly white and middle class actors may alienate a different audience due to unrelateability and therefore provide an oppositional or negotiated reading for other audiences. John Lewis’ reasoning for this is most likely that their main customer base are white Middle Classes and may believe it would be more economically viable to continue and solidify their branding and advertising in