Skip to main content

Audience Manipulation

The producer decides who to sell the product to
The audience buys the media product ?
Sell to a demographic - stereotypes

McDonalds pickle advert
Demographic - Young families, Working class
McDonalds is relatable to younger people 
Ideology - love, caring, respect, 'above and beyond'
Stereotypical romantic gesture 
If you watch too much TV you become mindless,
If you watch too much TV/go online/watch YouTube you may get negative body image,
Television/YouTube/Video Games are all forms of mass media.

 Mass media - media reaching mass audiences

 KEY THEORIST : ALBERT BANDURA - MEDIA EFFECTS
Manipulation through mass media
Hypodermic needle theory - Passively inject an audience with ideology of the media product
Instant
KEY THEORIST : GEORGE GERBNER - CULTIVATION THEORY
Manipulation through mass media
Cultivation - Prolonged and heavy exposure to TV cultivates (grows/develops) "a view of the world consistent with the dominant or majority view expounded by television."
Happens over a long period of time.
TV presents a mainstream view of culture and society ignoring everything else.
In doing so, it distorts reality. 
Heavy television users are therefore more likely to accept this edited and distorted  view of reality.
Repeat usage.

 Issues:
- Only looks at repeat users - not everyone excessively watches
- Similar to the hypodermic needle model
- Theory made in 1970's when there was only 3 channels, with the amount of media now it applies less

Hegemony - Where one group wields power over another, not through domination but through coercion and consent
Hegemonic Power e.g. The school system (respecting teachers and complying to their wishes), Dinner table manners, Waiting in queues, Punctuality, Politeness, Train courtesy, Clothing, Public hygiene, Wearing makeup, 
Non-Hegemonic Power e.g. Military Conquest
Patriarchal hegemony 

Labels:

Comments

Post a Comment

Popular posts from this blog

Henry Jenkins - Fandom & Textual Poaching

FANDOM - HENRY JENKINS  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 poaching") Examples of this may manifest in conventions, fan fiction and so on. Rather than just play a videogame or watch a TV show, fans construct their social and cultural identities throguh borrowing and utilising mass culture images, and may use this 'subcultural capital' to form social bonds. For example, through online forums like Reddit and 4chan. 
Post a Comment
Read more

Mainstream Magazine - Woman (23-29 August 1964) - Set text

Mainstream Magazine - Woman (23-29) August 1964 Weekly magazine by IPC, started publishing in 1937, still publishing today. 1960's sold 3  million copies per week in 1960. 80p in modern money, 7p in that day. Cheap - aimed at working class and some middle-class women. Women magazines became very popular post-war selling around 12 million per week. Perhaps this is because women aspired to be stereotypical housewives and go back to how things used to be and conform to traditional? As they sell 1/4 of the 12 million it is a best selling magazine. A market leader. Capitalist. Consumerism. Ad's everywhere, promotes spending. Layout and design:  Font size, type, colour and connotations:   Called "Woman" implies specifically for females and is a broad, inclusive word e.g. lady formal and fancy while girl is child whereas woman is every grown female. Large font in white to stand out but cursive implying sophistication. "Seven star improvements" imp...
Post a Comment
Read more

Key Text: Water Aid: Claudia sings sunshine on a rainy day

Water Aid Advert: Claudia sings sunshine on a rainy day Water Aid context Established in 1981 as a response to the United Nations campaign for clean water, sanitisation, British advert primarily aimed at British people. Set in Zambia. Closeups positions us directly with her. The use of extreme closeups is to make us like or dislike something and here it is used to make us like her. Shot with lots of buckets shows just how much they need - surrounding one fountain. Lots of work needs to be done to get them the water they need. Bright pink flowers vs dull pink shoes. Positive compared to other charity adverts - progress and positivity. They are grateful and joyful for the resources they have been given from Britain. Advert: Preferred - Sympathetic to those in poverty/those in need in Africa. Get them to donate. Dominant - Opposition - Disrespecting African people by stereotyping them as poor and impoverished. Romanticising poverty. Stereotyping black people as ...
Post a Comment
Read more