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.

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