Hegemony

Money Supermarket

  • goes against the normal expectations of men in society, and therefore goes against gender hegemony. 
  • there is binary opposition here, with a masculine top half and a feminine bottom half.
Adidas
  • Challenges hegemonic ideas of gender due to her hairy legs.
  • She is seen as a challenge to patriarchal hegemony, and therefore the men threatened that they would rape her in order to try and re-enforce their dominance and regain masculinity.


WaterAid advert - First Impressions
  • Positivity - more positive than other adverts
  • Uplifting advert
  • Possibly a cynical response
  • Cute advert
  • Rewarding for people who have previously donated
  • Frustration that she's singing in ENGLISH not in the language she may really be speaking, and not just that but it's not necessarily how it is.
  • Because of how much we are used to charity adverts being sad, at first that is how I feel about the advert.
The dominant ideology for this advert is that if you payed money to WaterAid, you will make the people the money is used for happy, and therefore it is the dominant reading. However, there was an oppositional reading that maybe the whole advert was set u and that not everything is as it seems.

Factors which affect the way that  people react to the media include gender, religious background, location, moral beliefs, age, sexuality, ethnicity etc.

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