Media Hegemonic Ideologies

Media Hegemonic Ideologies 

Money Supermarket Advert
  • We don't usually see men in tight shorts and heels, and its not a usual hegemonic view of gender 
  • Binary opposition of the mans top half and bottom half, the top in in a suit like a stereotypical women, yet his bottom half is a stereotypical 'tart' like women.
Adidas Hairy Leg Advert
  • Arvida Bystrom, has hairy legs going against the hegemonic believe of women, that we should have no leg hair or any hair on our body. It doesn't make her a feminist as it is natural to have leg hair.
  • the men threatening to rape her may be an attempt to reinvent patriarchy. Or that they do not want women to get their way into mens dominance, so they want to take their power back through sexual acts.

  • Hegemony is only important until it is broken, and thats when it is noticed.

Key Theory 17- Stuart Hall- Reception theory
  • Potential reactions to the Wateraid- Claudia advert...
    • Uplifting 
    • Uplifting but, doesn't really care.
    • Positive and happy for the people in the advert.
    • Annoyed because it shows just one place, and theres a lot of other people out there who don't have water.
    • Cynical, almost judgemental on it, you look down on it, you don't trust it.
    • Its more positive then the average charity advert.
    • Cute
    • Rewarding
    • Frustration, she would not be singing in English, and doesn't show the real situation as its all directed by the camera.
    • All of these different responses challenges the Hypodermic needle theory, as we don't believe everything put in front us. 
  • Cynicism of charity adverts makes the adverts seems less relaxing on our TV screen as we might wonder how much money is actually going towards the charity.
Dominant Reading
  • The audience agrees with the dominant values in the text and agrees with its values and ideology it shows.
Oppositional Reading
  • The audience completely disagrees with what they see, and rejects the dominant reading.
    • e.g 'why should i help them, i don't like her because she is African'
Negotiated reading
  • The audience generally agrees with what they see, but they may disagree with certain aspects.
Factors that affect an audiences response...
  • Up bringing, or past
  • Cultural believes
  • Class (more working class donate more than middle and upper class people)
  • Ethnicity 
  • Location
  • Religon 
  • Gender Identity
  • Sexuality
  • Moral believes
  • What time of day it is



















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