Thursday, 12 October 2017

Audience Manipulation


The concept of audience is essential for a media product to exist. 
They also decide on the success of the product.

Albert Bandura - The effects model (The hypodermic needle model/ Brain washing theory.)(Key Theory 15) He experimented on children.
He thought that the producers brainwash people and inserted ideologies. 
A reason it's still believed is because it's a easy and simple theory to understand and it also gives people someone to blame.

Advantages:

  • Could get a message across to people quickly and effectively (e.g propaganda)
  • Makes people aware that you shouldn't believe everything you see in the media


Disadvantages:

  • The theory doesn't work- only in a few cases



  • If we watch to much television bias ideology may get accepted. 
  • It could also desensitise someone to violence if you watch to many horror films.
  • If video games are played to much it could increase someones violence streak.
  • Media could change people's point of views.

Mass media: Can spread to a mass audience very quickly.











George Gerbner- Cultivation theory:
The idea that prolonged and heavy exposure to T.V... cultivates, as in grows or develops in audiences.
Therefore if you watch a lot of films about men being the stronger sex that's what people  start to believe.
  • Television present a mainstream view of culture, ignoring everything else.
  • In doing so, television distorts reality.
  • Heavy television users are therefore more likely to accept this edited and distorted view of reality.









Disadvantages of the theory:
  • Not everyone is the same
  • Doesn't take into account the complexity of the human mind.
  • There are many different ways we can now challenge the idea that any ideology can be mainstream
  • The theory is outdated 

Ideologies that are cultivated: 
  • Ideology that the washing is just a female role
  • Ideology that tide is the best washing product
  • Ideology that women do the cleaning shown through that only females are in the advert it is cultivated
  • She's the archetypal housewife.
  • Another ideology that's been cultivated is that women love cleaning as she is hugging the cleaning product and smiling




Hegemony: Where one group wields power over another, not through domination, but through domination, but through coercion and consent

Hegemonic rules:
  • Doing as your parents ask
  • Stopping at a zebra crossing 
  • School system
  • Don't drink bleach
  • Don't do drugs
  • Don't become an addict
  • Queuing 
  • Giving up your seat for an elderly or disabled person
  • Girls wearing make-up


Hegemonic ideologies within this advert:
  • Thin women are beautiful 
  • Skinny unclothed women are attractive
  • That coke in a seasonal drink which is drunk in summer
  • That coke is linked to relaxation
  • The light colours symbolise connote purity and innocent  

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