Audience manipulation


Audience Manipulation: The concept of audience is essential to a media product existing, they decide on the success of the product



 Key Theory 15 - Albert Bandura - Media effects

 What happens if you: watch too much tv, watch too much youtube, play too many video games?

  • antisocial
  • alters peoples perceptions, may except biased opinions
  • lazy
  • Might take the world less seriously 
The hypodermic needle model: 
  • Audience are being brainwashed 
  • producer putting the ideology in peoples head
  • + It could get an important message across
  • - The audience still watches these things and don't go round doing bad things
  • + Its a very simple, easy theory so its easy to blame

  • Mass media: Media which can be spread out to mass audiences 



Key Theory 16 - George Gerbner - Cultivation theory 


Cultivation theory - Allow the ideology to grow, the idea that prolonged and heavy exposure to (tv) cultivates, as in it grows or develops in audiences "a view of the world consistent with the dominant or the majority view expounded by television"


  • Television present a mainstream view of culture ignoring everything else
  • In doing so television distorts reality
  • Heavy television users are more likely to accept this edited and distorted view of reality 
  • + very simplistic
  • - It doesn't take in the complexity of the human mind 
  • - The audience watches lots of conflicting ideology in modern day
  • - Its outdated 

Cultivation theories in the Tide advert:
  • The ideology that women should do the cleaning and a housewife (archetypal housewife character)
  • The ideology that women should wear makeup, closeup shot on her face makeup and all the other images. This may leave the audience to assume that without makeup women are unattractive
  • The ideology that women enjoy and want to clean, the closeup of her face shows happiness and the love hearts also suggests this






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

Hegemonic power: School system, culture, political, patriarchal, structure of class

Non-Hegemonic power: Military conquest...


Rules we follow everyday:
  • Que up
  • Go to college
  • crossing at traffic lights
  • driving - stop at zebra crossings
  • don't drink bleach
  • wearing clothes
  • wearing makeup

Coca Cola Advert:

  • Ideology of women that they should be slim, they can wear what they want and it makes them beautiful
  • sitting on a roof- may be reckless 
  • Ideology that women have fun and enjoy relaxing in the city rather than men who are working and have more patriarchal power
  • City life is chilled and relaxed maybe their cities culture
  • coke is a seasonal drink (summer)
  • relaxation
  • colour scheme- purity and innocence






















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