Subcultures

Ideology - The producer's thoughts and their ideas on how something             should be in their ideal world.

Hegemony - The beliefs that make up our society like the rules we               follow because we want to follow the norm, like social               hegemony or gender hegemony, rules we follow but they're             not legal requirements.

Anchorage - The way the producer makes the audience feel as a knee              jerk reaction to seeing the media product through how                they convey their ideology.

The producer of the Woman magazine cover would have had an ideology similar to most other people at the time because it was a societal norm, that women were the housewives while the men went out to work to feed the family at home, this is reinforced by the producer through the genre's of the magazine and its target audience of middle aged women - the contents being lingerie, women's interests and other feminine things.

The producer anchors the reader to believe that it is women's magazine because of the blatant name of the magazine being 'Woman'.

David Gauntlet - Theories of identity 

Passive - Accepting or allowing something to happen 

- Audiences are not passive, and media products allow the audience to construct their own identities.

Examples of subcultures :

- Football Hooligans

- Biker gangs

- Neo-nazis

- Traveller communities

- Groupees

- Punks

Cultural capital - The cultural resources of an individual, for                         example: knowledge, qualifications, art, customs                     and taste.

Audiences can pick and mix which ideologies suit them, and completely ignore the elements of the product which they do not agree with.

1. The article is for women who are looking to improve their kitchens for a low price. The demographics of women are reinforced through 'a present for your kitchen' as if they're the only ones responsible for it. Demonstrates the magazine is aimed at multiple audiences, no matter the social class. 

2. 'Present' gives connotations of something the woman would want, as if she finds happiness through the kitchen in forms of cooking and cleaning.

3. The image is of a mother presumingly with her child preparing food, which is following the hegemonic code at the time that the females were the ones to cook in the household.

4. 'It slots in so any girl can assemble it quickly', 'This transformation takes a handyman a good weeks work', 'Get the man in your life' - heteronormative ideology

The woman is dressed glamorously and her facial expressions are over expressive.

Ideological implications of Woman magazine:

- The kitchen is controlled by the women in the household, and they want it to be the best kitchen they can have; hegemony as well as gender stereotypes.
- Women are interested with home improvements.
- The images show what an ideal looks like, a hegemonic rule of having a tidy kitchen.
- Implies a woman wants home improvements, especially in the kitchen instead of needing them, representing women in the sense that they love their kitchens.
- Cultivation theory, if we see the same thing over and over again, the producer's ideology becomes known to everyone and eventually people will see it as normal.