Stuart Hall- Reception Theory

Adidas Leg hair Advert

-Hegemony, the rules we follow in society
-We conform because it makes life easier

This advert is breaking gender stereotypes
This is breaking hegemonic norms
"distasteful"

Adidas was trying to put affront that girls having leg hair is normal but it didn't turn out well

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Stuart Hall- Reception Theory

When we receive something we are given something
Hall suggested that there are 3 different ways to view a media product

1. Preferred Reading: The right reading of a media product, which can be enforced by positioning

This concept has to be approached carefully often texts(media products) intentionally have multiple meanings.

1. Dominant Reading: The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.

2. Negotiated Reading: The audience generally agrees with what they see, but they may disagree with certain aspects

3. Oppositional Reading: The audience completely disagrees with what they see, and rejects the dominant reading

4. Aberrant Reading: When the audience completely misunderstands what the text is trying to present

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Con-Air
Nicolas Cage in this movie was sent to prison because he killed a man, that might be oppositional reading because they would think he's a bad man but the movie suggests to be comedic and the preferred reading is that killing the really bad prisoners is a good thing.

A negotiated reading might be that it is action packed and ridiculous, even though in real life it would be a terrible thing to happen.

Celebrity endorsement: Chris Evans encourages people to buy the product

Sexually suggestive, use of low key lighting connotes sex intertextuality, suggest romantic films

The dominant reading is the that we are meant to want this lifestyle, that the most important thing in the world is sex.

Oppositional reading is that such religious groups may not like how sex is presented in this way.

These people are stereotypically attractive, tanned skin, blond hair, blue eyes, people who are gay may not find this attractive. The connotations of tattoos are that you are rebellious.

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