Audience Manipulation

AUDIENCE MANIPULATION

McDonalds advert audience

- Families

- McDonalds is aimed at younger people - it's relatable 

- targets the working class

Ideology of gurkin advert - love & caring (associated with Maccies) Stereotypical romantic gesture - the man takes care of the woman

What if you watch too much tv? You become "mindless"

If you watch too much youtube or use social media then you could become negatively influenced.

If you play too much videogames you become violent

Mass media : Reaches mass audiences (tv, social media and youtube)

- Nazi party used propaganda to influence people - people became scared of the idea of mass media

Coca Cold Ad

Ideas being cultivated

-Classy drink, sunbathing on a roof above a cityscape

-Leisure drink, makes you more exciting

-Coke brings people together

-Rich people, attractive women, very luxurious life

Hegemony: Where on group wields power over another, not through domination, but through coercion and consent

Hegemonic power e.g. The School System

Non Hegemonic power e.g. Military conquest

Hegemonic Power - Table manners, Curtesy , Respect certain people in society based on their situation (e.g. pregnant women and elderly), wearing clothing (public indecency), public hygiene, wearing makeup & body makeup  

Patriarchal society - male dominated society, we are presented with men's ideology 

Matriarchal society - a society dominated by women

MESSAGE: coke is a relaxing and luxurious drink 

preferred reading: view coke in a positive light- make person sexually attractive and carfare 

oppositional reading: coke rots your teeth and causes you to put on weight, plus sex sells 
negotiated view: agree coke is nice drink but understanding that it is bad for you