Ideology - A belief of a producer
Hegemony - A social law that we follow
Anchorage - When a media product has something that goes with it that makes sense so it makes it more impactful, like a newspaper with pictures and a caption - anything that
at draws the audience into the product and make them believe something through a choice of language for example

David Gauntlet - Theories of Identity

He believed that audiences are not passive, and media products allow the audiences to construct their own identities

Sub Cultures
Football Hooligans
Biker Gangs
Neo-Nazis
Traveler
Groupie
Punks
Emo
Hypebeasts

Cultural Capital means if you have money, knowledge, qualifications, art, customs and tastes you have power.

 David Gauntlet theory is the pick and mix theory - that audience can pick and mix around how they watch and listen and take things and think of them




  1. The purpose of this article is to attract women to the products on offer specifically for the kitchen, this article demonstrates that this magazine is targeting many audiences with the prize range 
  2. The mid shot of a child and mother in the setting of a kitchen, the messages of this is that it is a highly stereotypical image of them making dinner, however, the child is a boy, making it slightly subversive
  3. 'It slots in easy so any girl can assemble it' is a quote from the bottom B&W image, it specifically saying that the readership is useless, 'get the man in your life to help'  assumes they can not do it alone and that they even have a man in their life, also the fact it is a man assumes that they are straight, they are being heteronormative as there is no reference to homosexuality
  4. The pictures of the kitchen are all tidy and ideal in how they presented making this a hegemonic code



































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