Hegemony - 'The A Grade Concept'

The term was first used by Antonio Gransci (A Marxist)
Marxism - The idea that the rich rule over the poor.
Manipulation is a big part of hegemony.

Patriarchal Hegemony - Something being dominant
Social Hegemony - Rules of society

Lisbet Van Zoonen - feminist theory

Feminist - A person that believes men and women should have equal rights in society.

The idea that gender is constructed through discourse, and varies according to cultural context

The idea that the display of women's bodies as objects to be looked at is a core element of western patriarchal culture.

The idea that in mainstream culture the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female body.

Sexualisation - Making something provocative for the appeal of somebody else.

Objectification - When a person is seen for what they look like rather than who they actually are

Social Hegemony - It shows a picture of how men have idealised women to be/look like.

Patriarchal Hegemony - The producer has made this woman pose as a model to attract a heterosexual male audience

Social Hegemony - It shows what is deemed to be the 'ideal' couple with an expensive engagement ring.

Patriarchal Hegemony - The producer has decided to show that the man has spent a lot of money on the woman which reinforces the ideology that women should be spoiled.

Social Hegemony - It uses a picture of a woman with her breasts out.

Comments

Adbusters

Deliberately challenged the image. Its childish defacing. This defacing plays on the ideology that nothing is too high up to take down. Banksy Drawing of Policeman snorting cocaine. This is know as detournement. It is a form of high-jacking or re-routing. It is more commonly seen as Culture Jamming. Culture jamming is often obsessed with the idea of destructing consumerism/capitalism. Culture jamming - the practise of criticising and subverting advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global brands. Adbusters potential genres: Pop Culture - Sans serif font has informal connotations Satirical Comedy - Attacks something. Adbusters uses a lot of negative white space which connotes purity but directly contrasts with the image shown on the background. Masthead changes every time. Every magazine cover is unique which shows they are challenging. There is no reference to anything that is inside. No

Fandoms

Fandom is a subculture composed of fans characterised by a feeling of empathy and camaraderie with others who share a common interest. Examples: - Bronies - Rick and Morty fans - Furrys - Beliebers Textual poaching - Stealing something from a media product and often using it in a way that subverts normality/ the intention of the producer. KEY THEORY 18 - FANDOM - FANDOM Fandom refers to a particularly organised and motivated audience of a certain media producer franchise. 'Fans use the media in ways not intended by the producer' 18 - Fandom - Henry Jenkins (radio, videogames, television, online media) • Fandom refers to a particularly organised and motivated audience of a certain media producer franchise • Unlike the generic audience or the classic spectator, fans are active participants in the construction and circulation of textual meanings • Fans appropriate texts and read them in ways that are not fully intended by the media producers (‘textual poach

Attitude Online - Wednesday 13th March

Attitude online's primary purpose is to promote the magazine. It has a dedicated readership which may be influenced by the online version of the magazine. Camp - A deliberately tongue in cheek attitude to the world which reinforces a lot of gay stereotypes. Drag shows are very camp to appeal to a gay audience Diva is a gay magazine that is also aimed at women but it is less popular than Attitude. Attitude online is a hyper-sexualised representation of men - most images of these men are topless and often in provocative poses which is surprising in accordance to societal hegemonic norms. An article is critical of lack of representation of different body types which isn't reinforced very well by the singular muscular representation of men which suggests that these images are only being used to make money as they know it plays on the potential desires of homosexual men. Articles are generally focused on grooming, fashion, celebrities and their appearance which suggest

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