1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?
The preferred reading of the 50 cent advert is that they want to promote someone famous wearing their trainers, 50 cent is a changed person regardless of him being shot nine times. The advert might emphasise resilience, survival, and triumph. Also that he is a famous figure that produces music that has gained a lot of recognition by fans. The preferred audience would admire 50 Cent’s success story and might associate wearing Reebok shoes with similar personal toughness, overcoming obstacles, and being a survivor. This reading would view 50 Cent as an inspirational figure who has risen above adversity. The audience may acknowledge 50 Cent’s journey from hardship to success, but may feel conflicted about the use of his violent past as part of the branding. Viewers might appreciate the story of overcoming adversity but question the glorification of violence or its place in promoting consumer products like shoes. They might think, Yes, 50 Cent is a survivor, but does it make sense to sell shoes based on that? The advert is viewed as glorifying violence, gang culture, or street crime, or exploiting 50 Cent’s violent past for profit.
2) What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work?
The phrase promotes the idea that a successful woman is one who embodies various characteristics: femininity, look like a girl, grace and decorum, act like a lady, strategic thinking or rationality traditionally associated with men, think like a man, and professional authority and competence, work like a boss. The preferred audience would likely view this as an empowering statement, encouraging women to balance multiple traits in order to succeed in a world where expectations might be different in various spheres of life. The phrase suggests that combining traditional femininity with attributes associated with masculinity and leadership is a formula for success. The phrase might be understood as celebrating women's ability to adapt and excel in various roles, but it also reinforces some traditional gender stereotypes. Viewers might agree with the overall message of empowerment and versatility, but feel conflicted about the implication that women need to 'think like men' to succeed in professional settings. They may appreciate the encouragement of confidence and assertiveness but feel uncomfortable with the suggestion that male ways of thinking are superior or necessary for success. The phrase is viewed as reinforcing gender stereotypes and perpetuating outdated ideas about femininity and masculinity. It suggests that women's natural attributes, such as their appearance or behaviour, are insufficient for success and that they must adopt traits associated with men to be taken seriously.
1) Complete Activity 1 on page 2 of the factsheet. Choose a media text you have enjoyed and apply the sender-message-channel-receiver model to the text. There is an example of how to do this in the factsheet (the freediving YouTube video).
2) What are the definitions of 'encoding' and 'decoding'?
Encoding means constructing a message using a shared code and language. Someone else can then read it who shares that cultural understanding and is able to decode it.
3) Why did Stuart Hall criticise the sender-message-channel-receiver model?
For the lack of structured conception of various moments as a concept structure of relations.
4) What was Hall's circuit of communication model?
Production, circulation, distribution, consumption. reproduction.
5) What does the factsheet say about Hall's Reception theory?
That there are 3 different ways to interpret the text.
6) Look at the final page. How does it suggest Reception theory could be criticised?
It says, No part of these Factsheets may be reproduced, stored in
a retrieval system, or transmitted, in any other form or by any other means, without the prior permission of the publisher.
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