Producer decides primary and secondary audiences.
Audiences can be broadly categorised with demographics.
Intended demographic in McDonalds advert - young couples - Going to McDonalds is something that is commonly done by younger people. - Stereotypical romantic gesture.
What happens if you watch too much TV/YouTube/Play too many video games?
Addiction - No social life - Eye Damage - Become violent - Can give you negative body perceptions - Mindlessness
Mass media is a type of media that an be obtained with ease.
Key theory 15 - Albert Bandura - Media Effects
The Effects Model, AKA The Hypodermic Needle Model. - How an audience is manipulated by the media. - Brainwashing
Ideology - ideas, beliefs and values
Passively happening without audience knowledge. - Not all ideology is negative
Passive - You don't know it is happening.
George Gerbiner - Cultivation Theory - To develop an ideology based on the information that is given. The idea that prolonged and heavy exposure to television cultivates a view of the world consistent with the dominant or majority view expounded by television. This theory was created in the 1970's when there were only 3 channels whereas now there are a ridiculous amount of ways to access media.
Coca-Cola Advert
Slogan functions as a hermeneutic code when it says 'taste the feeling'.
Gives the impression that if you drink this then you will become attractive.
Has associations of high self esteem/high social status.
Hegemony - Where one group wields power over another, not through domination, but through coercion and/or consent.
Consent - the giving of permission
Coercion - trying to get permission
Daily things we do without being asked: (Hegemonic power)
- Table manners
- Politeness
- School system
- Respect the elderly
- Wearing Clothes
- Hygiene
- Wearing makeup
Patriarchal Society - Male dominated society
Ideas in Tide:
- Woman hugging the box shows she loves the product without being forced to. May be used to create the idea that people should love tide as much as the woman.
- Has a stereotypically attractive woman which links to body image which at the time of creation would've been considered important.
Audiences can be broadly categorised with demographics.
Intended demographic in McDonalds advert - young couples - Going to McDonalds is something that is commonly done by younger people. - Stereotypical romantic gesture.
What happens if you watch too much TV/YouTube/Play too many video games?
Addiction - No social life - Eye Damage - Become violent - Can give you negative body perceptions - Mindlessness
Mass media is a type of media that an be obtained with ease.
Key theory 15 - Albert Bandura - Media Effects
The Effects Model, AKA The Hypodermic Needle Model. - How an audience is manipulated by the media. - Brainwashing
Ideology - ideas, beliefs and values
Passively happening without audience knowledge. - Not all ideology is negative
Passive - You don't know it is happening.
George Gerbiner - Cultivation Theory - To develop an ideology based on the information that is given. The idea that prolonged and heavy exposure to television cultivates a view of the world consistent with the dominant or majority view expounded by television. This theory was created in the 1970's when there were only 3 channels whereas now there are a ridiculous amount of ways to access media.
Coca-Cola Advert
Slogan functions as a hermeneutic code when it says 'taste the feeling'.
Gives the impression that if you drink this then you will become attractive.
Has associations of high self esteem/high social status.
Hegemony - Where one group wields power over another, not through domination, but through coercion and/or consent.
Consent - the giving of permission
Coercion - trying to get permission
Daily things we do without being asked: (Hegemonic power)
- Table manners
- Politeness
- School system
- Respect the elderly
- Wearing Clothes
- Hygiene
- Wearing makeup
Patriarchal Society - Male dominated society
Ideas in Tide:
- Woman hugging the box shows she loves the product without being forced to. May be used to create the idea that people should love tide as much as the woman.
- Has a stereotypically attractive woman which links to body image which at the time of creation would've been considered important.
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