Hegemonic Power- Stuart Hall Reception Theory

• Challenges hegemonic ideas about gender as she has hairy legs.
• Challenges stereotypes.
• The threats of rape were an attempted to try and re-instate their dominance. 

• Conflicts the hegemonic ideas about gender and sexuality.
• Binary opposition- between his top half (male) and bottom half (female).

WaterAid Advert:

Audience Responses:

• Uplifting 
• Don't really care
• Positive, feel happy for the Zambian villages
• Annoyed
• Cynical 
• Cute
• More positive than average charity advert
• Rewarding, feel good
• Frustration- she wouldn't be singing in English- isn't a real representation
• Felt sorry for her as all she does is collect water and sing
• Expectations are challenged as it's uplifting
• Positivity 

Stuart Hall- Reception Theory/Audience Response:

Dominant Reading: The audience agrees with the dominant values in the text, and agrees with the values and ideologies it shows.

Oppositional Reading: The audience completely disagrees with what they see, and rejects the dominant reading.

Negotiated Reading: The audience generally agrees with what they see, but they may disagree with certain aspects.

Factors that affect an audience response:

• Moral beliefs
• Financial situations
• Personal situations
• Religion
• Ethnicity 
• Age
• Sexuality
• Gender identity 
• Location
• Choice of TV shows
• When the advert is shown