Oppositional
reading = don’t believe anything
Negotiated reading = taking with a pinch of salt
Preferred reading = totally gullible
Looking into the power of mass culture and mass media in: DR CAGES
Believe the media are the cause of stereotypes
Believe stereotypes when dominant ideologies are involved
Dominant Ideology -
Stereotypes = the idea that media/companies are run by a white, straight, Christian man
Archetypes = this is the ‘ultimate stereotype’ for example a girl from Essex is dumb, orange, blonde with bad eyebrows and extremely white teeth
Counter-types = a positive stereotype and emphasizes the positive features about a person
DISABILITY - mental vs physical
REGIONALISM
CLASS - old money vs new money
AGE - teenagers are ill-mannered, aggressive, immature, lazy, screen addicted and hormonal
GENDER- women are weaker than men, men provide the majority income, women only look after children
Ethnicity
SEXUALITY - people who like the same gender where born differently
Negotiated reading = taking with a pinch of salt
Preferred reading = totally gullible
Looking into the power of mass culture and mass media in: DR CAGES
Believe the media are the cause of stereotypes
Believe stereotypes when dominant ideologies are involved
Dominant Ideology -
Stereotypes = the idea that media/companies are run by a white, straight, Christian man
Archetypes = this is the ‘ultimate stereotype’ for example a girl from Essex is dumb, orange, blonde with bad eyebrows and extremely white teeth
Counter-types = a positive stereotype and emphasizes the positive features about a person
DISABILITY - mental vs physical
REGIONALISM
CLASS - old money vs new money
AGE - teenagers are ill-mannered, aggressive, immature, lazy, screen addicted and hormonal
GENDER- women are weaker than men, men provide the majority income, women only look after children
Ethnicity
SEXUALITY - people who like the same gender where born differently
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