George Gerbner
Hegemony - the rules that we follow everyday through consent and coercion (certain expectations)
Audience - anyone who associates with the product, those who consume a media product
Germans are different theory states that Germans follow orders easier than others
The eternal Jew (book) is a book that denigrated (criticised unfairly) Jewish people and blamed them for horrible things, such as the Jews took money from others.
Mass Media- everyone can afford/access it, such as broadcast/radio.
Cultivation - help something grow/develop
George Gerbner's Cultivation Theory:
- the idea that ideologies can be 'grown' in the minds of audiences through repeat exposures
- repeat exposure to television can manipulate the worldview of audiences
- people who consumed excessive amounts of television (7+ hours) tended to reflect the ideologies presented
90s UK TV Adverts 1993-1994
- the adverts here take a highly heteronormative perspective
- very few non white people, vast majority were white, which reinforce the perceived superiority of white people
- a number of national stereotypes including a stereotypical representation of Italian people used to sell pasta
- chilled out reggae song is used to sell Vitalite sunflower spread which reinforces and cultivates a stereotypical and positive representation of Jamaican people.
- Broadly sexually explicit representations of heterosexual couples were common at the time, which may suggest a change in hegemonic values
Kiss of the Vampire Codes and Conventions:
- pointy blood 'V' that could represent a stake, knife or teeth of a vampire (polysemic, has multiple meanings)
- hypersexualised submissive positin of the woman who looks stereotypically beautiful and has an hour glass figure
- 'Z line' shown in this advert
- women looks to the left like she has a kink for vampires with her positioning and facial expressions
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