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Audience Manipulation (Contains Some Key Theories)

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.

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