Watching too much TV or youtube, etc has apparent bad influences on you, like violent video games making you a violent person even though for the majority of the time it doesn't have any effect on people at all.
Key theory 16 - George Gerbner - Cultivation theory
The advert showing two young females makes you see the type of people who drink coke, how if you drink coke you will achieve this lifestyle, being free to do whatever you want in life with no limits. The primary target audience is most likely middle class men because of the sexually appealing women with them wearing not much clothing; a false reality given by coca cola, and the audience is consenting to... The setting is on top of a building, a binary opposition between the natural beach in which you expect the two females to be pictured on versus a suburban setting in the middle of a city, this reinforces the hegemonic code norm of wealth and status and suggests to audiences that wealth is necessary to indulge happiness. Another target audience is females between the ages of 16 to 30 because they're stereotypically pretty, lack of clothes emphasises the thin physiques of the models, reinforcing the hegemonic norm that skinny women are attractive. What we're seeing her is an aspirational image, using a stereotypical, hegemonic image of skinny women being attractive.
People who watch too much TV are lazy, stupid and fat according to people's stereotypical view on them; if you watch too much youtube then you're also manipulated, making you stupid and making you do stupid things; if you play too many video-games then you'll become a murderer.
These statements aren't true; they're stereotypical views, instead we use them as concerns, using media products will turn us into something bad.
Mass Media -
Key theory 15 - Albert Bandura - Media effects
The idea of the hypodermic needle model isn't true; there is safety in residing in someone of power. When Bandura conducted his experiments with media effects he used children, and children being easily influenced makes the experiment useless; media doesn't work like the hypodermic needle.
Key theory 16 - George Gerbner - Cultivation theory
Cultivation; growing. This theory is similar to the hypodermic needle; the idea that prolonged and heavy exposure to TV cultivates, as in grows or develops in audiences a view of the world consistent with the dominant or majority view expounded by television.
Television (and by extension of other tools of mass media distributions) presents 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.
However, not everyone watches excessive amounts of television; it's incredibly similar to the effects model. Also technological advancements on shit.
Tide Advert - Cultivation theory
The reinforcement of the producer's ideology that cleaning is a woman's domain in the tide advert; that women love tide, and the audiences would have seen this idea that women love Tide in previous adverts and the stereotype that women love to clean due to the cultivation of the ideology; the reinforcement, the use of intertextuality of the advert making reference to a romance because of the woman holding the Tide box with hearts surrounding them, reinforcing again the stereotype of cleaning being fun for women.
Desire paths - occasions when people break free from the norm
Hegemony - Where one group wields power over another, not through domination, but through coercion and consent
Hegemonic powers:
- Asking to leave the table after dinner
- Workplace
- We follow the law
- School system
- Social hegemony
- Political hegemony
- Patriarchal hegemony
- Hegemonic structure of class
All rules that we consent to ^^
Non-hegemonic power:
- Military conquest
Coca Cola advert :
The advert showing two young females makes you see the type of people who drink coke, how if you drink coke you will achieve this lifestyle, being free to do whatever you want in life with no limits. The primary target audience is most likely middle class men because of the sexually appealing women with them wearing not much clothing; a false reality given by coca cola, and the audience is consenting to... The setting is on top of a building, a binary opposition between the natural beach in which you expect the two females to be pictured on versus a suburban setting in the middle of a city, this reinforces the hegemonic code norm of wealth and status and suggests to audiences that wealth is necessary to indulge happiness. Another target audience is females between the ages of 16 to 30 because they're stereotypically pretty, lack of clothes emphasises the thin physiques of the models, reinforcing the hegemonic norm that skinny women are attractive. What we're seeing her is an aspirational image, using a stereotypical, hegemonic image of skinny women being attractive.
The hegemonic code of the kids having a big chocolate cake; maybe having their mother make it for them reinforcing the stereotype that women are responsible for cooking for their children which is also brought by the age of the advert with patriarchal views at the time of the advert.
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