19th April

 Stuart Hall Reception Theory- negotiated vs preferred reading. the audience can choose to receive the ideology of a media product in many different ways.

we call this an active audience 

George Gerbner Cultivation Theory- the more you see something, the more likely it will influence the way you see the world. ideology; life is hard but if you keep trying you'll succeed. 

passive audience theory; basic and straightforward

Aladdin

P-love conquers all and to be yourself

O-not a realistic film but the representation of Asians are good

N-gives kids an unrealistic expectation of life

WaterAid

dominant ideology- there are people in the world who don't have water and it is up to us to help. having a straightforward and agreeable ideology means the advert can appeal to target as many people as possible. therefore, the intended response is to donate money.

an advert sells a lifestyle not a product.

audience positioning is how the audience are placed in a media product.

0.55

woman holding a scarf in the wind

the mise-en-scene of the bright colours is synonymous with african iconography and culture

explore how the wateraid advert positions its audience

KJ: the advert uses a range of media language including tracking shots to position the audience with Claudia 

introduction; 

audience refers to the people that consume media products, and who the product intends to target the products towards. one way in which producers can do this through positioning which is where the audience is 'placed' through media language. i shall argue that the audience are aligned with claudia to provide an insight into her life and to allow us to see we have an impact. wateraid is a uk based charity that provides access to clean water for people in developing countries. 

one way in which audiences are positioned is through the frequent use of extreme close up shots. for example the audience are positioned directly behind claudia and her bucket, which emphasises and confirms her poverty. this symbolic code connotes the journey that claudia must take everyday which reinforces that she is living in poverty but she is also hardworking. the bucket is bright blue which signifies positivity, which functions as a clear binary opposition.

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