Stuart Hall

Oppositional reading = don’t believe anything
Negotiated reading = taking with a pinch of salt
Preferred reading = totally gullible

Looking into the power of mass culture and mass media in: DRCAGES
Believe the media are the cause of stereotypes
Believe stereotypes when dominant ideologies are involved

Dominant Ideology -
Stereotypes = the idea that media/companies are run by a white, straight, Christian man
ArcheTypes = this is the ‘ultimate stereotype’ for example a girl from essex is dumb, orange, blonde with bad eyebrows and extreamly white teeth
Countertypes =  a positive stereotype and emphasises the positive features about a person

DISABILITY - mental vs physical
REGIONALISM
CLASS - old money vs new money
AGE - teenagers are illmanered, aggressive, immature, lazy, screen addicted and hormonal
GENDER- women are weaker than men, men provide the majority income, women only look after children
Ethnicity
SEXUALITY - people who like the same gender where born differently