Tide Media A Level

Stuart Hall’s Theory

Media messages are encoded by producers and decoded by audiences, but audiences don’t always decode messages the way producers intended.

What are the 3 types of readings by Hall

• Preferred Reading: The audience interprets the message exactly as the producer intended.

• Negotiated Reading: The audience partly agrees with the message but also questions it.

• Oppositional Reading: The audience rejects the intended message entirely, possibly interpreting it in a completely different way.

Hedgemonic meaning

The dominant, accepted way of seeing or interpreting something,

Van zoonen’s theory

Women are often portrayed in domesticated roles:

Judith butler

Women performing roles given to them by society

Cultivating theory

Long-term, repeated exposure to media — especially TV — gradually shapes the way people see the world

Hedgemonic message

reinforcing the housewife as the ideal consumer reinforcing the hegemonic belief that women's primary role is domestic caregiving. The phrase – tide's got what women want!" Assuming that all women are naturally concerned with household chores and the idea that domestic responsibility is intrinsically female.

gender essentialism –

the notion that women are naturally suited to a domestic environment

Why were positive representation of women in the home

To encourage more women to willingly return to domestic lives after the war

talk about the image of the woman

Image of her is large in size, dominant in the frame, making her seem powerful

Intertextual reference

To Rosie the river - represents women as being strong and capable

Van zononen’s theory

Women being shown as domestic - but challenged her theory of women being sexualised

Misrepresentation of women loving housework could be due to..

Due to the predominantly male ownership of media ownership

How does the advert present gilroys idea

that white people are presented as powerful, and that people from ethnic minority backgrounds are marginalised

Hook’s idea

The advert fails to represent non White women reflecting the idea that white women are marginalised