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- The theory is outdated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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