Audience Manipulation (Albert Bandura, Hypodermic Needle & George Gerbner, Cultivation Theory)

Audience Manipulation 

The McDonald's Advert

Demographic: Young Couples 

Ideology in the advert: Love, caring, respect etc. (they want to associate that relationship with the lovingness of McDonalds) 

It's not only a romantic gesture but a stereotypical romantic gesture to present the audience that the restaurant 

What happens if you watch too much TV/Youtube/play video games?

Albert Bandura - Media Affects

Mass media - large consumptions of media by large amounts of people at one time

The Effects Model

- Also known as the Hypodermic Needle Model

Advantages: 

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Disadvantages:

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Passive - Don't know it's happening, it's just there

George Gerbner - Cultivation Theory 

Cultivation: The act of developing a quality or skill

"The idea that prolonged and heavy exposure to {TV}... cultivates," 

As in grows or develops in audiences, "A view of the world consistent with the dominant or majority view expounded by television,"

• Television (and by extension other tools of mass distributions) present a mainstream view of culture, ignoring everything else
• in doing so, television (etc) distorts reality

Issues

• Not everyone watches excessive amounts of television
• it's distressingly similar to the effects model

Cultivation theory examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with reality portrayed on television."

Applying Cultivation Theory To Advertising


















Hegemony

Where one group wields power over another not through domination but through coercion or consent