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Audience Negotiation

Active audience theories

 Adidas Advert -  Model didn't shave legs
The model didn't shave her legs which was going against widely selected hegemony about social etiquette. She received rape and death threats for being unshaven which was an expression of power by men because they were upset with this. She broke the stereotype of hegemonically 'being a lady'. 


Money Supermarket Strut

 He is breaking the stereotypical hegemonic code of male attractiveness and gender roles.
People feel 'strange' seeing it because it goes against the norm.





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