Audience Manipulation

The concept of audience is essential for a media product to exist. They also decide on the success of the product. 

 Bandura theorised that audiences would see something in the media, and then do it. Around this time, TV was becoming more common in people's homes, and more people were worried about Mass Media which could spread to audiences quickly. A reason why his theory is so well believed is that people like having something to blame, and often it is used to avoid topics to do with mental issues.

Gerbner had a similar theory to this, as he felt that people who watch a lot of television etc. they would get a distorted view of reality. While this theory may have been useful in the 1970s, we now have such a range of TV and other platforms which means that we can choose something that will suit our beliefs rather than letting something else influence us.


Ideologies Cultivated Here:

  • Women are the ones who clean
  • That all women enjoy cleaning
  • Women are there to be housewives
  • Women here are represented as archetypal housewives
  • Women always want to wash











Hegenomy - Where one group wields power over another, not through domination but through coercion and consent.

Coca-Cola advert:
  • Thin, stereotypically attractive women
  • Very little clothing on them could be implying sexual attraction
  • It is presented as a summer drink
  • Gives the feeling of fun and relaxation

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