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...

Radio

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Textual Analysis - Exam Structure - IMPORTANT

Introduction - DAC Definition - Defining key terms Argument - Context - Background information about media Paragraphs - PEA Point - Evidence - references to key scenes Argument - theories TERMS TO USE Polysemy - Something with many possible meanings Hegemony - Rules that people follow that aren't necessarily law Intertextuality - Where one media text references another Negotiation - Audience response to a media product that agrees and disagrees Ideology - Views and beliefs of producer Things to revise: What could be in the Exam? Tide Advert WaterAid Advert Kiss of the Vampire Advert Woman Magazine Adbusters' Magazine Daily Mirror Newspaper The Times Newspaper Humans Les Revenants Formation Riptide Late Night Women's Hour Assassins Creed III: Liberation Zoella Attitude Online I Daniel Blake Straight Outta Compton Examiner will see big words and give higher mark. ...

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