Audience negotiation and stuart hall

George Gerbner: cultivation theory

• The thing that is being grown is ones ideology 

Adidas hairy leg advert

• The producers ideology is to covey that women should be able to be comfortable within themselves and don't have to fit the hegemonic norm. 
• Empower women.
• In society women aren't suppose to have hairy legs so thats why this ad received extreme negative responses.

Stuart Hall-Reception theory

• Preferred reading- The 'right' reading of text, which can be enforced by positioning.
• This concept has to be approached carefully- Often texts intentionally have multiple meanings/readings, and of course, as we have discovered, audiences can potentially get whatever they want out of any media text.
• Dominant reading- The audience agrees with the dominant values in the texts.
• Negotiated reading- The audience generally agrees with what they see, but they may disagree with certain aspects. 
• Oppositional reading- The audience completely disagrees with hat they are seeing and rejects they dominant reading. 

 Meant to think his the good kind guy.

Meant to feel sorry for him.

Good guy turn bad and now his become this 'bad boy' action man.

• The criminals are bad but Nicholas cage is good as he wants to be back with his family.
• The dominant reading is that violence is fun and good if you have good intentions.
• An oppositional reading is that Con Air is racist as the only black people are criminals.

• Preferred response- Sexual desire towards the performers.This reading is reinforced through lack of costume and facial expressions (Guilty).
• Low-key lighting connotes sex and a seductive vibe through intertextuality. 
• Assume the audience rebellious, breaks conventions of sexual loyalty and monogamy.
• Selection of stereotypically good looking models, blond, tanned, slim.
• Assumption that only attractive people have sex.
• Assumption that your not having sex because your not wearing Gucci.
• Assuming the audience is straight. 

Oppositional reading- Offended by sexual promiscuity.