Media Hegemonic Ideologies

Media Hegemonic Ideologies

• Money Supermarket Advert; 
• Male wearing tight shorts is not something we normally see, it is a hegemonic idea of gender in the fact that a male wears jeans and shirt but he is breaking these hegemonic ideologies by wearing this.
• People were disgusted and outraged by this advert (homophobia)
• There is an example of binary opposition, his top half of clothing is a stereotypical man as he is wearing a suit whereas his bottom half is a stereotypical women with a big bum. 

• Adidas Advert - Arvida Bystrom;
• It is an expectation for women to not have hairy legs and if they do they cover it up but that woman had it out on show. 
• Men threatened to rape her, which could be that they are trying to reinforce the idea of a patriarchal society, as she is challenging their masculinity as she is doing something which is considered a norm for the male gender whereas not normal for the female.  

• Hegemony is important if we break them hegemonic ideologies then it will indeed be noticed. 

Key Theory - Stuart Hall - Reception Theory

• Audience Responses to WaterAid Advert;
• Uplifting
• Don't really care
• Positivity
• Happiness for the Zambian villages
• Annoyed (shows one place lot more places than one)
• Cynical (judgemental)
• Better than the average charity advert
• Cute
• Rewarding
• Frustration (wouldn't be singing in english / its all staged) 

• Audiences can respond in lots of different ways, this contradicts the ideas of Hypodermic Needle Theory that the audience believes the ideology by the producer, as we have proven that we all have different concepts of this advert from happiness to frustration. 
• 'By donating money you can help a vulnerable african child' - the producer's ideology, but we didn't all see that side of things. 

• Dominant Reading
• The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.
• Eg. Donating money to WaterAid as we feel sorry.

• Oppositional Reading
• The audience completely disagrees with what they see, and rejects the dominant reading.
• Eg. They dont trust WaterAid with their money
• Extreme Oppositional Reading Eg. They hate Africa and don't care, I'm British.

• Negotiated Reading
• The audience generally agrees with what they see, but they may disagree with certain aspects.
• Eg. I admire what WaterAid does but I can't stand children singing. 

• Factors which affect audiences responses;
• Moral Beliefs
• Personal Issues
• Financial Situations
• Class Structure
• Religion
• Ethnicity
• Age
• Sexuality
• Location
• Gender (identity)