Ethnicity in the media

Exotic-
American TV Sitcom, 'The Big Bang Theory' features a character who has immigrated from India to California in order to pursue better career opportunities. On numerous occasions the women featured in the show have referred to him as being 'exotic' and they prefer him to the other white American males on the show. The creators of the show have portrayed this in a comedic as well as a realistic way.

Dangerous-

This article shows that these two Asian muslims are dangerous in that they killed a British soldier. This may spark a negative view amongst many other Asian muslims, saying that they're all dangerous or have the capacity to be dangerous. Being that these two murderers announced aspects of their religion when committing the crime it created a negative view on the entirety of the muslim religion which is unfair to the majority as it has been created by the minority. Many Muslims have spoken out about this and are reported to have said it's outrageous what they've done. Muslim extremists are very different and viewed as very negative amongst non extremist muslims.

Pitied-

Having that the female genital mutilation is most popular against a religion bound to a particular number of countries in Africa and Asia, this is relevant to ethnicity. A member of the Royal Family approved and took pity on these girls who have had the mutilation performed on them; this would raise nationwide pity because the Royal Family are obviously the pinnacle of Britishness.


Humourous-
Citizen Khan is a British comedy which features an Pakistani Muslim family. The way in which the humour is created is in a facetious manner to avoid being too harsh and controversial and making it seem racist. The issues of the family life being a Muslim are raised within this but portrayed with humour to keep it light-hearted.

Sexualised-
Rihanna's 'S&M' music video sparked controversy worldwide leading it to be banned in 11 countries and an age restriction for 18+ on YouTube. The song itself has also been banned due to its sexualised lyrics and the BBC have said they would only play that song after the watershed.

Reception Theory

The Great British Sewing Bee
The preferred reading of this is to be engaged and to root for a specific contestant be it through identifying with them or preferring their work to other contestants. The narrator picks upon the contestant lifestyles and lets the audience know certain things about the contestants lives in order for the audience to have a larger bracket in which to identify with. The producers would like the viewers to take away an enlightened view of haberdashery and become interested in it; this has been successful before with this styled program with 'The Great British Bake Off', the response was massive in that many people got more interested in baking.
The oppositional reading of this is through people who may be interested in competition shows, however are not as engaged and interested with the aspect of it. They may be used to the talent competitions that are largely successful but having the theme of this particular one different and slightly controversial may deter frequent competition show viewers.
The negotiated reading is that people will not be interested in competition shows nor haberdashery. They may be watching this because they may be interested as to what it entails but engage in no identification to the contestants and take little to no information or inspiration away from it.

Reception Theory

http://www.bbc.co.uk/i/b03v4jsv/

The preferred reading of this is that it is appealing to fans of the 90s rock era and they will gain more knowledge or enjoyment from watching this program. In the beginning, the presenter speaks about the boy band One Direction and how the mainstream music has changed and rock music is no longer. He directs his speech at the members of One Direction and tells them to 'learn something' from this show. Having said that, it will appeal to people of a similar age to the members of One Direction.
The oppositional reading is people not particularly interested in 90s music, however have heard of some of the bands. They may be interested to watch it but don't have that music taste and will remain in the same mind set afterwards.
The negotiated reading is that people will watch this and have no interest in 90s music, they are not aware of the bands but are aware about how this program may interest people.

Mode of Address

Producers will construct a particular mode of address in order to aim their media text at a specific audience group.
The way in which the text 'speaks' to the audience using a number of codes from all elements of the text for example technical codes (camera, lighting, sound etc) and symbolic codes (language, colour etc)

Representation In Different Groups

As a preferred reading, the journalist would like the audience to take away a fear of legal highs and this article will act as a deterrant to people who are currently using, or interested in submitting to legal highs. It will scare people away from using certain drugs to achieve a legal high.
The oppositional reading of this is people who submit to legal highs but are not worried about the consequences and think something of this nature will not happen to them as they may be taking a different drug.
The negotiated reading of this are people who are not interested or have never had a legal high. Also legal highs do not affect them as their family and friends do not submit to legal highs. They may agree with the negative opinion of the issue raised, however will not have an effect on them it as this issue does not affect them.

The preferred reading of this is for fans of the Arctic Monkeys or frequent festival go-ers. The journalist would like the audience to be interested in seeing the Arctic Monkeys play at Reading + Leeds whether it's actually going to the festival, or watching them live on TV. Matt Helders (drummer of AM) speaks about how 'something big is happening' meaning that they're becoming a popular band and more people are interested in them. This article may get more people listening to the Arctic Monkeys.
The oppositional reading of this is that people who are not overly interested in the Arctic Monkeys, but may have heard of them, however may be interested in attending or watching the Reading + Leeds festival. They may view the Arctic Monkeys as nothing special and will not take much away from this article.
The negotiated reading is that people who are not interested in that genre of music so are not interested in attending the Reading + Leeds festival and will take nothing away from this, however will understand how some people will be interested in this article and will act upon it in that they will attend or watch the festival.

The preferred reading is that people will be highly interested in apple products and are interested in learning about the history of the Mac. People may be interested in purchasing a Mac or other apple products after reading this and they may even become an Apple enthusiast.
The oppositional reading of this is that people will intake some of the information and be informed of that it is the Mac's 30th anniversary, however they may not be interested as others and not be phased by what Apple are writing about.
The negotiated reading is that people who are not interested in Apple products nor want to be are reading this, they won't be overly interest in it or want to buy any of the products available. They will understand how people would be interested in such information, however will not be interested themselves.

How age stereotypes are presented in the media

Elderly driver backs over 7, killing 3, after church in Florida
Landstra began backing out of a handicapped parking space but then pulled forward to negotiate another parked vehicle, the Highway Patrol said in a statement. As she tried to pull back out, the rear of the SUV struck seven pedestrians standing in the parking lot, it said.
Margaret Vanderlaan, 72, Wilhemina Paul, 70, Johanna Dijkhoff, 80, were killed. Four other people were treated at hospitals.
Watson said the incident raised the question of when someone is too old to drive.
"I understand this is a quality-of-life issue," he said. "However, we do not want to endanger our friends or our neighbors by allowing them to continue to drive."

This article submits to the stereotype of that elderly people are bad drivers; it quotes a policeman saying that she was too old to drive and that they're in danger of injuring and killing others. He talks about how if dismissing one person from doing something (in this case driving) it's actually helping and ultimately saving more people.

This article presents this specific teen star in a very negative way, listing all of the offences he has undertaken. This is a stereotype amongst young people in that they commit crimes and cause general havoc generally involving other people. This particular teen star has caused a lot of controversy lately which has been very much highlighted in the media in a very negative way.