NME- The preferred reading for the NME is people that have a high interest in different genres of music. They also are interested in gigs and other live performances from musicians. The negotiated reading for this website or magazine would be people that are aware of the music industry, but do not take an interest in it, so therefore they do not decide to look deep into the site or read the magazine. The oppositional reading would apply to people who bare no interest to music whatsoever and will not be aware of the magazine or the website whatsoever.


Durex- The preferred reading for Durex is people who are sexually active, whether that be sleeping around on a regular basis or being in a relationship where partners are having regular sex.The negotiated reading for Durex would be people who are over the age of 16 but are not sexually active, so therefore they will not need to be viewing or buying products from Durex. The oppositional reading for Durex would be people that are young and not 16 or over, this is because they may not be aware of what Durex is and what their products are used for, for example a 5 year old child is not going to be aware of durex and will not contain any knowledge of the company.