Audience

  • This is going against hegemonic power as the woman is going against society rules  that women must shave their legs.
  • Its breaking gender stereotypes 
  • Breaking hegemonic norms
  • A very extreme audience reaction became from this - she was threatened with death and rape because of her hairy legs



Key theory 17 - Stuart Hall - reception theory 

Preferred Reading = the 'right' reading of a media product - which can be enforced by positioning = This concept has to be approached carefully: often texts intentionally have multiple meanings (polysemic) 

Dominant reading (commonly held belief of society) = the audience agrees with the dominant values of the text and agrees with the values and ideology it shows. (dominant and preferred are the same)

Negotiated reading = the audience generally agrees with what they see but they may disagree with certain aspects.

Oppositional reading = the audience completely disagrees with what they see and rejects the dominant reading.

Aberrant reading = audience completely misunderstands what they are seeing - completely confused.


Ideology of Con Air = 
- producer wants the audience to see the film and feel thrilled
- main character (Nicholas Cage) is the man who has the wife and child - we want him to get back to his wife and child
- The wife is stereotypically attractive and very pretty 

Dominant reading = someone wants to be like him as he is so strong and they're killing these people
However, we don't have to agree with this, an oppositional reading of this could be that because the main character (Nicholas Cage) killed someone, he is bad and deserves to be in prison and people shouldn't sympathise for him. 
Preferred reading of this film is that killing people is good considering they did something bad.
Negotiated reading of this film might be that Nicholas Cage deserves to be in this situation but it's okay for him to kill someone to save others. 



Related image













Dominant reading of the advert is that both of these people are stereotypically attractive and the lifestyle that these people have is what people want - they are having a romantic and sexual relationship - according to this advert the most important thing in the world is having sex. 
Oppositional reading of this advert is that they aren't attractive 
Negotiated reading of this advert that is although the models are attractive it is highly unlikely that you will look like this if you buy the fragrance.

- Mode of address is simplistic because they are assuming that you already know what it is so there is little about the product and it only has a small picture of the fragrance in the corners so they are selling the lifestyle.
- There is no price connoting it is luxurious.
- Lexis of guilty is sexually provocative 
- Target audience is wealthy people 20-30 
- She is wearing a gucci bracelet 
- Mise-en-scene they are naked which connotes that they are having sex 
- Low-key lighting which also connotes sex as we have seen this in films - intertextuality through mise-en-scene, camera angles etc. which shows the sexual undertone.
- These people are stereotypically attractive - blue eyes, white teeth, long hair, lipstick make them attractive - people who may disagree with this could be gay people or a negative response to this advert could be because of his tattoo - connote rebelliousness or unattractive - which is an oppositional reading of this advert
- connotation of the word 'guilty' - you've done something wrong = sex is wrong (they both look quite serious) - some people may think that it isn't wrong
- preferred reading = they are both directly looking into the camera = direct address which could make some people feel uncomfortable.
- They are showing that a sexual relationship is only between men and women = heteronormativity = everyone is straight.
- Oppositional response may be questioning as to why everything is 'normal and stereotypically attractive' as they are straight, white etc. 
 
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Bohemian Rhapsody movie trailer

Dominant reading = they're good musicians 
Negotiated reading = 















 











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