Hegemony

 The money super market advert
It goes agains the norms of society in terms of sexuality due to the men dressing up like women (in heels and hot pants).
Theres a binary opposition between the mans top half of his outfit (a smart suit) and the bottom half of his outfit (the shorts and heels and the hairless legs, often associated with females).
The adidas shoes advert
The model "Arvida Byström" has hairy legs which goes against the norms of sexuality seeing as women are expected to have hairless legs. This woman didn't shave her legs therefore she got rape and death threats from men. Men threatened to rape her because they feel their manliness is threatened due to her hairy legs and feel like rape will allow them to regain their power. 

(Key theory 17)
Stuart Hall- Reception

 Different reactions to water aid advert:

  • Uplifting.
  • Positive.
  • Don't care.
  • Feeling happy for the Zambian villagers.
  • Annoyed because it only shows one place and they are only showing one place.
  • Cynical. 
  • Judgemental.
  • Better than the average charity advert.
  • Rewarding. 
  • Feel good.
  • Cute.
  • Frustration because the girl is singing in english also because everything in the video seems fake and unreal.


Preferred reading:
  • The "right" reading of a text, which can be enforced by positioning.
  • This concept has to be approached carefully: often texts intentionally have multiple meanings/readings.

Stuart Hall and audience response
He separated audience reading in 3 groups:

1) Dominant reading: the audience agrees with the dominant values in the text, and agrees with the values and ideologies it shows.

2) Negotiated reading: the audience generally agrees with what they see, but may disagree with certain aspects.

3) Oppositional reading: the audience completely disagrees with what they see and reject the dominant reading. 


Factors affecting audience response
  • Moral beliefs.
  • Financial situation.
  • Upbringing.
  • Religion.
  • Ethnicity.
  • Age.
  • Gender (identity).
  • Sexuality.
  • Location.
  • Choice of TV programs.
Audience response to water aid advert
  • Mise-en-scene: The empty shot on the field may make the audience not care about Claudia's situation because it seems like she lives in a friendly, safe environment and they'll think she doesn't need people's money.
  • Some people may look at the setting and think that there is no water in a dry field like that so the Zambian villagers do need help from the audience.

Comments

Post a Comment

Popular posts from this blog

Target audience for Assassin's Creed III: Liberation

Pen portrait for the target audience for Assassin's Creed III: Liberation (age, gender, class, lifestyle, cultural capital…) Age: 14-20 Gender: Male Class: Working class Lifestyle: Student Cultural capital: Nerd- no cultural capital Merchandise Some items of merchandise will only appeal to a niche audience  Fan's way of demonstrating to the world that they're a hardcore fan of the video game.  How does Assassin's Creed III: Liberation ands UBISOFT use technology to maximise audience consumption and to ensure sales? Social media promotion  Rereleases of the game on more consuls (play stations, ps3, pc etc). Trailers What happens if you play too many video games? Attitude towards things/ other people change- e.g: if you play too much grand theft auto you'll become violent. Square eyes You become antisocial, developing an inability to interact with others in real life. You'll become stupid  This is an aud...
Read more

Attitude + Stream Publishing

Image
Attitude + Stream Publishing Attitude is published by stream publishing limited They are an independent, specialist publisher They are vertically integrating by buying attitude, however they bought attitude to reduce their competition in order to avoid risk Attitude's target audience Attitude has a target audience who are "professional" which suggests they have cultural capital. The use of the word "professional" suggests they have a more financially stable job than the average person. As well as that gay people are more likely to have expendable income as they are less likely to have children than heterosexual people. The words "they are very style conscious" is a popular  gay stereotype. The reason Attitude are very stereotypical is for financial gain as it allows the audience to be sold.  The only reason Attitude exists is because the consumer  audience buy things.The inside over double page spread  is £157,000 for the Uk Vogu...
Read more

Riptide (intertextuality)

Image
How does the video to Riptide encode feminist ideology? Presents a parody of sexism in music videos (close up "how to photograph girls," connotes that women are purely presented to be looked at by a heterosexual male audience). Many shots of women in stereotypical male clothing (low angle mid shot of a woman holding arms in a gesture that connotes power). Mid shot of blonde woman bound in mise-en-scene of tight ropes connotes the restrictions that women face in society, and is critical of the notion of women as the "weaker sex" (connotative of "being tied down" with maternal responsibilities etc).  The video lacks anchorage which forces the audience to make own assumptions, simultaneously providing sexual gratification for male heterosexual audience, but also consistently informs the audience that scopophilia is creepy and not ok. Its an ironic representation of patriarchal hegemony (mid shot of man standing in front of woman with a torch in an ex...
Read more