Adbusters Culture Jamming Examples

     

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Richard Dyer Theory of stereotypes

A Stereotype is a commonly held belief or assumption about a certain group of people. There are 4 parts to a stereotype Appearance Behaviour constructed to fit in to a particular medium Comparison with normal behaviour  Richard Dyer suggests that stereotypes are often used as a shortcut for the producer to convey their ideology. He also thinks that they are reference points for the audience and an expression of dominant societal values. Stereotypes legitimise inequality, " A way to ensure unequal power relations are maintained is to continually stereotype – GTAV is a misogynist video game where players have the opportunity to kill prostitutes in their own violent way – the game is entirely male point of view and arguably serves to maintain dominant male culture" This is something Dyer said himself, and we can see from the example he gave that there are many man and woman stereotypes.
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NSPCC - Open your eyes

This Advert is representing innocent children in desperate need of help https://www.youtube.com/watch?v=ENlREl2ywBw The use of the setting represents what its really like for some children and when people see this advert it will generate an emotional response for them to help and take action. The advert start with diagetic sound of a baby crying then we see a young boy in a cot with an empty bottle which suggests he has been neglected. the first word we hear is 'Mum' and this makes the audience wonder where his mum is and why he is not being looked after. All the children we see in this advert are in confined spaces, where there is no safe place for them. They are scared and its dark for them, the girl is hugging her toy tightly to show that this perhaps is the only thing that makes her feel safe. They use direct address like close up shots of the children staring into the camera and a high angle shot with the small boy crouching in the corner which represents vulnerabi...
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Videogames 8 - Assassin's Creed and reception theory

Reception Theory - Stuart Hall Otherwise known as the encoding and decoding model The ideological perspective of the producer is encoded in every media product, through media language. Every media product therefore demonstrates a mediated perspective - Bias According to Stuart Hall audience's don't just stop at encoding a media product, it goes a lot further because audiences can decode the media messages. -Preferred Reading/Dominant reading The audience agrees with the dominant ideological perspectives encoded by the producer - Oppositional reading The audience disagrees with the ideological pperpectives encoded by the producer - Negotiated reading The audience agrees with certain ideological aspects of the media product, while dismissing and disagreeing with others. This is by far the most common reading. Assassin's Creed  One of the biggest dominant ideological perspectives of Assassins creed is that violence can be justified if it is used to further a...
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