Hegemony & Cultivation

Albert Bandura

The hypodermic media model: That mass media has a large effect on the audience
This is a theory of a passive audience
This theory is absolute nonsense, some people are influenced by media products in a very blunt way
An advantage is that children do easily copy what cartoons do sometimes


George Gerbner

Cultivation Theory: The idea that prolonged and heavy exposure to TV cultivates. The long exposure of the idea reinforces the ideology/stereotype of that group.

• Television present 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

Flaw: 

• Not everyone watches the excessive amounts of TV
• It's distressingly similar to the effects model
• May of been helpful in the 1970's where there were 3 channels but today there are hundreds. This no challenges that any ideology can be mainstream

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Both of these theories are Passive

The Tide Ad cultivates the stereotypical ideology that woman work in the kitchen and do the washing

It also cultivates that women should stay at home.

And that it cultivates the ideology that wearing make-up makes a woman very attractive.

Additionally that woman talk to much with all the text

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

Example: The School System, drinking underage with your 18-year old friends, the use of money, parent rules, Cutural, political, patriarchal.

Non-Hegemonic power is the opposite of Hegemonic power

Example: Military Conquest

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Coca-Cola Ad

• would class them as attractive, because having skin showing can be classified as attractive
• They are also skinny and have no blemishes
• Strappy tops 
• From an hegemonic perspective that society of woman should be skinny, laid-back and wearing strappy-tops. The ideology of the producer is that they need to look like this to be attractive.
• The use of setting symbolises wealth
• If we see this representation of women over and over again, it reinforces the stereotype of woman
• This representation of young women suggests that women are always out having fun
• It is most important to relax
• Sun-bathing on a roof in a city is normal
• Target audience is young women
• The ad is that if women drink coca-cola, they will be attractive. It is aspiration. If you cannot live up to this, you are not on this level

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