Audience Response
So, what is the preferred, negotiated and oppositional reading? Hopefully, you now have some ideas of your own, but here are some thoughts on each:
Preferred Reading
The audience understands and agrees with the campaign’s message.
- They believe that men should talk about their mental health and support each other.
- They feel encouraged to check in on their friends and offer emotional support.
- They might take action by starting conversations or sharing the campaign with others.
Negotiated Reading
The audience understands the message but has their own perspective.
- They agree that mental health is important, but they might feel that not all men struggle with speaking about their emotions.
- They may believe that checking in on a friend is good, but it might not always be easy or effective.
- They support the idea but feel that other factors (such as professional help or larger societal changes) are just as important.
Oppositional Reading
The audience understands the message but completely disagrees with it.
- They might think that mental health should be a private issue and not something to talk about openly.
- They may believe that men should handle their problems on their own rather than relying on others.
- They might feel that the campaign is unnecessary or that it reinforces stereotypes about men and mental health.
What type of audience member are you?
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