Audience Negotiation

Cultivation theory - The growing of ideology- watch violent films, you become violent, not always true as it does not happen to everyone and not everyone is as easily manipulated

Children are easily manipulated

Hegemonic Power - Where you obey rules and regulations that are classed as normal, wearing clothes, going to the toilet, makes life easier in the long term






This adidas campaign was fighting and breaking down the hegemonic code however there was uproar and the model even received rape threats.








Stuart Hall - Not only was he the theorist of audience, he was also the theorist of believing that the 'right; reading of media text can be enforced by positioning.  This concept has to be approached carefully: often texts initially have multiple meanings/readings, and of course, as we discovered, audiences can potentially get whatever they want out of any media text.

Dominant Reading - The audience agrees with the dominant values in the text and agrees with the values and ideology of the text

Negotiated Reading - The audience generally agrees with what they are seeing but they may disagree with certain aspect 

Oppositional Reading - Where the audience completely disagree with the media text, the adidas model getting rape threats is an example of oppositional reading


The film 'Con-Air' dominant reading is that it is okay to kill people as long as it is for the right reason.  The oppositional reading is that no matter who he kills he is still a killer and that makes him a bad person.

Violence is fun is also a dominant reading as well as violence being good

Another oppositional reading is racist as all the black characters in this are criminals

The man has a beard and two tattoos to show his is a bit of a 'bad boy' type.  The word guilty has ideology of an affair or something like a guilty pleasure and suggesting that this perfume could be yours.  The bottle of his and hers also matches the colour of their hair.  The advert is made to feel sexual as they are both naked, on top of each other and their facial expressions seem to be aroused, therefore they seem to be having sex and the low-key lighting backs this up as is it is what happens in film to make a suggestive, the intertextuality suggests them having sex due to this sort of thing being scene in a romantic film.  The audience could be rebelling against monogony, the oppositional reading is that it is offensive due to the sexual prosecuity.  The slender, tones, blue eyed models make them appealing to the audience stereotypically however the oppositional reading is that they are not as it refers to sex only happens to attractive people.