E Skeates Media

 Audience positioning: Where the producer ‘places’ the audience, using media language… -right infront of the model, maybe like a fashion show because of the brand name and phrase beneath it - ? binary opposition - like at a fashion show looking down at shoes, but positioned in an uncomfortable mode of address voyeurstic mode of address

 reception theory how the producer gets the ideas across to the audience- how things are encoded preferred reading - agree with the ideology of the producer Oppositional reading is where audience rejects the ideology of the producer Negotiated reading: somewhere in the middle adbusters - anti capitalist, anti advertising and anti consumerism potentially offensive to some people Preferred reading: audiences understand and take pleasure from the 'red soles' slogan' Preferred reading: audiences will be upset by the sight of poverty and feel that this spoof advert is appropriate and may help change the world Oppositional: it is inappropriate to criticise Louboutin because it is an awesome company Oppositional: poverty is not an issue that affect me, therefore I do not care Oppositional: this is a racist and or stereotpyical spoof advert, and I hate that! Negotiated reading: I understand this spoof advert, and I feel sorry for poor people, but I'm not going to stop wanting s...

 uses and gratifications theory theory - Audiences are active, and can read media products in a variety of different ways The ways in which audiences use or take pleasure from a media product, no matter what the producer intends Similar lifestyles – seeing people of a similar age, social situation and with similar ideologies to the target audience Escapism – by assuming that the life of the target audience is flawed, a media product can temporarily allow a perfect world to live in Surveillance/voyeurism – allows the target audience to to see situations and people that they would not normally see Sexual gratification – where the target audience take pleasure in seeing people that they find attractive Social interaction – where the audience are able to use the media product to make friends and integrate in society Every audience member's uses and gratifications can be completely different from one another e.g - This magazine offers the gratification of escapism, providing audien...

 comparing woman and adbusters there are only two kinds of audience question -  how does the audience respond to the producer? how does the producer target/position the audience Explore the different ways that Adbusters and Woman target their audiences through content and appeal? Woman appeals to its target audience with its "tips and tricks" that the target audience would have been interested in - such as makeup tips - "are you an a level beauty" - and improving their kitchens -" a present for your kitchen" - . Both of these pages are spreads - with lots of information on, so that their target audience would have to sit down to take in all of the information and content. - woman magazine and adbusters both use audience appeal to target their target audiences in radically different ways Adbusters appeals to its audience by showing shocking political messages encouraging the audience to sympathise with - showing a message that the audience already agrees wi...

 Ad busters Radical,  shocking and moving march 2015 - april 2016  -25 April – A magnitude 7.8 earthquake strikes Nepal and causes 8,857 deaths in Nepal 7 May – the 2015 UK General Election results in the first Conservative majority government in 18 years. 11 September – Queen Elizabeth II, having been on the throne for 63 years, 217 days, became the longest-reigning British monarch in history and the longest-serving head of state of any nation in modern history, surpassing Queen Victoria who had reigned for 63 years, 216 days upon her death on 22 January 1901. 3 October – A United States airstrike on a Médecins Sans Frontières (Doctors Without Borders) hospital in Afghanistan kills an estimated 20 people. 2016 march 21- Barack Obama visits Cuba, marking the first time a sitting US president has visited the island nation since president Calvin Coolidge visited in 1928 April 3 – The International Consortium of Investigative Journalists (ICIJ) and the German newspaper ...

 Fetishism: an obsession with a certain concept or object “Commodity fetishism is the process of ascribing magic “phantom-like” qualities to an object, whereby the human labour required to make that object is lost once the object is associated with a monetary value for exchange.” - Patricia Louie jordans - air bubble Adbusters is attempting to argue against the aggressive commodification of all of us how is meaning constructed on the Zuchetti double page spread? binary opposition between this designer brand of taps - abstract, possibly impractical and not very conservative with water // text about a place in brazil that has very little access to water,  Water running freely vs water only running for 3 hours a day marxist term Marxism: the idea that society is based on the exploitation of the working class by the ruling class Standardised differentiation: the idea that products can only be differentiated by extremely non-importnant aspects Consumerism is a form of manipulation ...

  Layout - centrally aligned , conventional Masthead - partially obscured by the fade on the main image - suggests that the masthead is less important than the subject of the magazine Cover lines - post-west - (( west referring to the global west (america, europe,) associated with the "american dream" and capitalism - post suggesting we are past that era )) striking and bold, being the only words on the page alongside the masthead Main image (shot type, angle, focus) - midshot, focusing on one single person and what they are doing - yelling Mise-en-scene (colour, lighting, costume etc.) - dark army-like colours like brown, green, grey Language - west referring to the global west (america, europe,) associated with the "american dream" and capitalism - post suggesting we are past that era  Anchorage - anchorage of the image being right in the centre draws the eyes directly to the middle of the cover clenched fist connotates violence  desaturated colours facial express...

 Media doesn’t just exist to brainwash us or to sell us stuff. We have the ability to challenge and to change media products, and to completely shift their meaning Detournement re-route What makes Adbusters different from conventional magazines? vague, not very much indication on what is inside of it, little information on the front cover more political What ideological perspectives does it encode? left, radical, questioning the world What genre of magazine is it? political Capitalism - a system in society where value is based on a monetary system • published six times a year by Adbusters Media Foundation, 1989 to present. • Set edition: May/June 2016 • Price: £10.99* • Circulation: 120,000 readership (website Apr 2017) Website: https://www.adbusters.org/ Genre: Independent/ campaigning/ culture jamming Subtitle: ‘Journal of the mental environment’ ‘Based in Vancouver, British Columbia, Canada, Adbusters is a not for-profit magazine fighting back against the hostile takeover of our...

 woman is encoded with the ideology of it's producers - manipulates its audience through ideologies Woman is a boring and straightforward magazine that presents a singular and straightforward patriarchal ideology to its mass market target audience. In doing so, it reinforces stereotypical hegemonic ideologies surrounding women, and it does so in the most blunt and effective way possible. By cultivating the ideology that women are simple, straightforward, weak and frankly boring, it constructs a world where these ideologies continue unquestioned. Yes, Woman magazine is a product of its time, and reflects the dominant ideologies of the 1960’s, but it only reflects the mainstream ideologies of the 1960’s. At a time when women were fighting for rights, the contraceptive pill was changing the ways in which we view sex, and psychedelic drugs and music were pushing in to the mainstream, Woman seems even more mainstream by comparison If anything, Woman was already old-fashioned in 1964, an...