Audience positioning theory explained in three scenarios: Black hawk down, pretty woman and project x

1. Audience Positioning
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By Catherine May

3. A film based on a near-disastrous mission in
Somalia on October 3, 1993. On this date nearly
100 U.S. Army Rangers, commanded by Capt.
Mike Steele, were dropped by helicopter deep
into the capital city of Mogadishu to capture two
top lieutenants of a Somali warlord. This lead to a
large and drawn-out firefight and the destruction
of two U.S. Black Hawk helicopters. This film
focuses on the heroic efforts of various Rangers to
get to the downed black hawks.
Story line

4. 
To an American audience, the dominant
reading would be the intended message of the
film which is the admiration of America and its
Armed forces. This would give them a sense of
country pride and allow them to believe that
America is a place of admiration.
Dominant reading

5. 
A British audience may get a negotiated
reading of the film, as they would agree to a
certain extent that America is ‘cool’ and a place
of admiration, as the film is extremely action
packed and engaging to the audience although
it is heavily focused on the American Army.
They may however may see apposing sides to
the plot and arguments against the dramatic
actions taken within, if they have relation to
any individual in Somali or dislike conflict
between countries.
Negotiated reading

6. 
To a Somali audience, there would be an
extremely resistant reading as the film places
them as the enemy and due to many conflicts
between America and Somali, they may take an
apposing and disgusted viewpoint from the
film. This is because it would be a biased
storyline and may ridicule Somali and its
beliefs.
Resistant reading

8. 
A man in a legal but hurtful business needs an
escort for some social events, and hires a
beautiful prostitute he meets... only to fall in
love.
Storyline

9. 

The dominant reading would be received by an
audience that enjoy love stories of every kind
and enjoy the value of individuals falling for
each other.
The dominant reading of the film emphasises
that no matter what background individuals
are from love is a stronger power and can
happen to anyone.
Dominant reading

10. 
Due to the protagonist of the film being a
prostitute, there may be many negotiated
readings from the audience on weather to
empathise with the character or to simply
disagree with her morals. Although the reading
is negotiated for the audience, the main
message of love is still conceived allowing
them to enjoy the film.
Negotiated reading

11. 
For individuals that are strongly against
institutions such as prostitution, resistant
readings may be received. This could include
audience’s from a religious background that no
not account for sex before marriage and would
therefore strongly disagree with the concept
and story line of the film, and may find it
disturbing to watch.
Resistant reading

13. 
3 high school seniors throw a birthday party to
make a name for themselves. As the night
progresses, things spiral out of control as word
of the party spreads.
Storyline

14. 
Individuals who enjoy the party lifestyle such
as teenagers and young adults may engage in
the dominant reading of the feel good party
theme to the film, and find it humorous and a
relatable experience to those that they may
endure in their teenage or university lifestyles
on a smaller scale.
Dominant reading

15. 
Members of the audience that are perhaps
slightly older or younger than the intended
teenage audience may have negotiated
readings of the film, and not understand it to
be as humorous. They may however disagree
with what the film implies and find the party
extreme within it shocking, however still enjoy
the overall concept and feel good factor of the
film.
Negotiated reading

16. 

A resistant reading of the film may be endured by
elder members of society and parents of young
adults. This is because the morals of alcohol and
parties will have changed since they experienced the
young age, and they therefore may oppose to the
things that the characters within the film do in order
to appear ‘cool’ and may however find it repulsing.
It may have a resistant reading on parents as they
may fear their children endure a similar party life
and believe it to be morally wrong.
Those who have strong beliefs against alcohol and
drugs may also have a resistant reading as this is
what the film is based around.
Resistant reading