MIGRAIN: Reading an image - media codes

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1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?

Preferred reading - 50 Cent embodies resilience, strength, and authenticity.

The slogan “I am what I am” positions him as unapologetic and true to himself.

The quote “there is no plan B … tomorrow is not promised” encourages audiences to live authentically, work hard, and seize opportunities.

The brand (Reebok) aligns itself with 50 Cent’s image of toughness, determination, and street credibility — suggesting that wearing Reebok makes you authentic and fearless.



Some viewers may admire 50 Cent’s determination but might not fully agree with the fatalistic idea of “no plan B.”

They could respect his background but see it as glamorising a risky or dangerous lifestyle.

The brand might be appealing for its association with individuality and rebellion, but audiences could still see it mainly as a marketing strategy to sell shoes.

Oppositional reading

some audiences may see the advert as problematic because it romanticises gang culture or crime (reinforced by fingerprints, police-style imagery, and 50 Cent’s notorious background).

The message could be read as reckless — encouraging people to live dangerously without thinking of the future.

Rather than empowerment, critics could see it as exploitative — a company (Reebok) using 50 Cent’s criminal past to sell products.





2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?



Preferred reading (intended by producers):

  • Stray Kids are presented as global icons and leaders of the K-pop wave (“powerhouse of K-pop”).

  • Their styling, poses, and playful unity project youthfulness, energy, and authenticity.

  • Rolling Stone is aligning itself with a modern, international, and culturally relevant music scene.

  • Fans are meant to feel pride and excitement seeing their idols validated on a prestigious Western magazine cover.

Negotiated reading (audience partly accepts, partly resists):

  • Some audiences may admire the fashion, colours, and energy, but may not be familiar with K-pop.

  • They might acknowledge Stray Kids’ popularity without fully engaging with the fandom culture.Others may read it as Rolling Stone trying to keep up with trends, but still respect the exposure of Asian artists on a Western platform.

Oppositional reading (rejects message):

Some may dismiss it as “manufactured pop” or criticise K-pop as overly commercial and artificial.

Others might see it as Rolling Stone abandoning its rock/alternative roots in favour of chasing mainstream popularity.

A resistant reading could also frame the cover as pandering to global fandoms just to sell copies, rather than genuine recognition of artistry.



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