Hegemony• Their are 3 types:1. Cultural Hegemony: The Idea that the western culture (represented   through our films, TV s...
Hegemony & Democracy Through TV Ads  •   Ads are a fast way of getting a message across to the view  •   Its 2-3 minis  • ...
Hegemony & Democracy Through TV Ads          Apple - IPod                         Mc Donalds• Hegemony was used to sell   ...
Hegemony & Democracy Through TV Ads• Millions of people a day watch TV  making it a marketing playground• As a society we ...
Hegemony Through TV shows    • Many if not all shows portray a kind of hegemonic ideology, playing on      stereotypes i.e...
Hegemony Through TV shows                       Eastenders•Also plays on stereotypes and always seems to focus on  the low...
Democracy Through TV shows  • Shows such as ‘The X Factor’ and ‘The Voice’ help the viewers excursive    their democratic ...
Hegemony Through TV shows             The X Factor                     I’m A Celebrity Get Me Out Of Here!•Where is become...
TV In The 50’s• Womens places were believed to be in  the house• During this period ads like this would be  targeted at th...
Hegemony & Propaganda• Hegemony is like propaganda• The difference is one is done under  the radar and the other can be  v...
Hegemony & Democracy Through TV shows          Hegemony                       Democracy• Through shows, subliminal     • W...
Hegemony & Democracy Through   Technological Convergence          (Franchise)
Hegemony & Democracy Through Technological              ConvergenceFranchise• They are an example of hegemony at its fines...
Hegemony & Democracy Through Technological             Convergence - Examples               Star Wars                     ...
Hegemony & Democracy Through Technological              Convergence                The Dark Knight - Marketing            ...
Hegemony & Democracy Through Technological              Convergence                          Star Wars           •They ten...
Hegemony & Democracy Through Technological                  Convergence               Star Wars                           ...
Magazines
Democracy in Magazines•   Magazine focuses on real life stories of ordinary people•   Readers can submit their own real li...
Democracy in MagazinesPolls, Competitions etc     • Readers can submit their details by post, telephone, online     • Winn...
Democracy in Magazines           Elle Style Awards hosted by Elle Magazine• Readers can vote online for each award• After ...
Democracy in MagazinesHere is what the reader’s voting process looks like..
Democracy in Magazines        Glamour Women Of The Year Awards• A year event held by Glamour Magazine• One award named ‘Re...
Democracy in MagazinesSeventeen Magazine:Readers get a chance to test out beautyproducts and give their verdict!          ...
Hegemony in Magazines   Idea of the ‘perfect body’• Fashion is thought of as a method of hegemonic domination putting fort...
Hegemony in Magazines• Every page of Vogue magazine is authorised by senior representatives• There are no reader related c...
Hegemony in MagazinesElle Style Awards Voting Process..• Readers are only allowed to vote for a selection of awards• Elle ...
Hegemony in Magazines   Hegemonic femininity and sexuality• In male and female magazines there are  images shape our ideas...
Hegemony in Magazines• Magazines show these female cultural ideals through images• Socially assembling what a woman should...
Audience Feedback       LINK
Audience Feedback     She Said…                                                20• It appeals to her because shes very int...
Purpose and Style• Whats the purpose of the documentary ?• Is to Inform and educate the audience on hegemony  and if today...
Purpose and Style• What would people learn about this topic from  your documentary?• The audience will learn what hegemony...
Purpose and Style• What style of documentary is it?• There are 6 types of modes to Bill Nichol’s Theory1.   Poetic Mode: M...
Purpose and Style• What style of documentary is it?• According to Bill Nichols theory our documentary is  Expository• We b...
Audience               30’sSecondaryAudience                       Whole Target                audienceAudienc            ...
AudienceTarget Audience -                    People in their 20’s because they are largely involved in participating in mo...
AudienceOur audience is MASS because…• Everyone is somehow connected into media• Generally people are conscious of their e...
AudienceIt is important that people learn about this topicbecause…• It is essentially manipulating audience to thinking  t...
AudienceOur connect purpose to the audience is…• The fact that social media is such a broad topic  that the interests of s...
AudienceThe style of our documentary is…• Informative because… We present both sides of the debate in our topic, we don’t ...
Planning: StructureEpisode:    Introduction:                   Beginning:                            Middle:              ...
Channel and TimeWhat channel would it be put on and why?Channel 4 because..• most of their documentaries target 17-34 year...
Channel and TimeWhat time would it be on and why?9pm because..•audience have finished studying/work, children aresleeping ...
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
Assignment 10   group coursework presentation of research draft 2 part 2
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Assignment 10 group coursework presentation of research draft 2 part 2

  1. 1. Hegemony• Their are 3 types:1. Cultural Hegemony: The Idea that the western culture (represented through our films, TV shows, Fast food restaurants & Brands) is overwhelming other countries cultures2. Institution Hegemony: Is the way and strategy to consolidate existing hegemonic structures by designing, maintain and reinforcing international institutions3. Strength Hegemony: Traditional hegemony, it emphasizes the importance if force i.e. WWI & WWII
  2. 2. Hegemony & Democracy Through TV Ads • Ads are a fast way of getting a message across to the view • Its 2-3 minis • Usually to show a product or type of life style • Examples... Apple - IPods Mc Donalds •They advertise their brand and food•They advertise products such as potable •They tend to use their own jingles or mp3 player popular music to catch attention •Through individuality, emphasised by •They show different kinds of people, different colours of their iPods the identified my clothing, age, gender and popular music for the backing track ethnicity to include everyone •In buying the product it implies your •Doing this sends a message to the views quality of listening to music will be more that everyone any age can buy into theirjoyful and exciting (buying into a lifestyle) brand regardless of status
  3. 3. Hegemony & Democracy Through TV Ads Apple - IPod Mc Donalds• Hegemony was used to sell • Like Apple, Mc Donald’s sell the audience a kind of lifestyle the audience a kind of lifestyle• The ad is used to convince the • The ad uses a popular theme viewer your musical (being food) to entice hungry experience will be exciting implying if you dont your not and lifestyle hungry viewers current (popular) • Implying that if you buy into• This form of control makes the their products you will have a viewer believe they need joyous experience, which is something they dont and more expensive then cooking making them adapt and cheaper and better food in unwanted kind of lifestyle your own home
  4. 4. Hegemony & Democracy Through TV Ads• Millions of people a day watch TV making it a marketing playground• As a society we are lead to believe we have democracy, free speech• Ads form our interests through desires for popularity and longing to fit in• By buying into the brands we conform to hegemonic power as we We have become slaves lose sight of what we really want and to brands unknowingly need
  5. 5. Hegemony Through TV shows • Many if not all shows portray a kind of hegemonic ideology, playing on stereotypes i.e. status and class, gender, face etc. Some other shows have a fine line where democracy is present but have a hegemonic foundation The Big Band Theory•This show plays on stereotypes implying this is how all people with these characteristics act in the same manor...•Penny - ‘young female’ – ‘Blond’: Her character is a failed aspiringactress who lacks on the academic knowledge but is socially popular•Leonard - ‘Young male’- ‘Geeky scientist’: His character is a scientistwho does not have much if not any luck with girls•Rajesh – ‘Young male’ – ‘Indian’: The only non Caucasiancharacter, also a scientist, who has wealthy parents and cannot talkto women unless under the influence
  6. 6. Hegemony Through TV shows Eastenders•Also plays on stereotypes and always seems to focus on the lower class and a small portion on the middle class •Focuses on families and friendships in a rural area who struggle with ends meat •In some episodes focuses on topics such as ... Teen pregnancys, homosexuality, drugs •The show covering these topics either reinforced outactions towards them or allows viewers to analyse from a different stand point (controlling us by forcing us to address these topics through observation) Downton Abby •Historic period Drama that is all out status and class reflecting out society today i.e. •The servants: Represent the lower class and their struggle to be acknowledged living in the shadows •The young adults: Represent the middle class and their trying to work to make something of themselves •Owners/Elders: Represent the upper class the wealthy who control everyones income
  7. 7. Democracy Through TV shows • Shows such as ‘The X Factor’ and ‘The Voice’ help the viewers excursive their democratic rights The X Factor I’m A Celebrity Get Me Out Of Here! • For the pure entertainment to put •Allows democracy through their voting celebritys through disgusting challenges system •The audience exercise their democracy•Giving the public the choice to keep their to chose who does the challenges and favourites how many times •Allowing the audience to vote no longer •Allowing the audience to vote no longer makes us passive makes us passive
  8. 8. Hegemony Through TV shows The X Factor I’m A Celebrity Get Me Out Of Here!•Where is becomes hegemonic is through the beginning stages of the show •Through the extensive audition process •Celebritys are chosen for us to humiliateyou must go through 3 sets of pre judging •Producers predict who may be the most before being judged but the celebrity popular and base the challenges on that panel •We call in to vote when the celebs fate •So what we chose is from what they has been partially decided have already determined•They pick for 80% for entertainment and 20% for talent
  9. 9. TV In The 50’s• Womens places were believed to be in the house• During this period ads like this would be targeted at them• These sorts of ads would reinforce how society believes women should live in hand making them believe no otherwise
  10. 10. Hegemony & Propaganda• Hegemony is like propaganda• The difference is one is done under the radar and the other can be visibly seen• Propaganda has been used constantly through generations• It can be seen through WWI & WWII• Dictators and world domination hungry leaders have used this to control and manipulate their people• Men like, Hitler, Stalin, Gadhafi
  11. 11. Hegemony & Democracy Through TV shows Hegemony Democracy• Through shows, subliminal • We are able to vote for who messages are sent to a mass we want and what we want audience • We ultimately have a choice• We are made to believe we to buy into a lifestyle its not have democracy through forced upon us voting shows except we are just buying into a fix
  12. 12. Hegemony & Democracy Through Technological Convergence (Franchise)
  13. 13. Hegemony & Democracy Through Technological ConvergenceFranchise• They are an example of hegemony at its finest• They are a collaboration of different companys to make a product / products• It feeds the public a movie or product (or anything) and branch out (to keep its fan base alive) giving them ... Magazines Cartoon series Movie, Product, Game... Comics Accessories Costumes Games Sequels Toys
  14. 14. Hegemony & Democracy Through Technological Convergence - Examples Star Wars The Dark Knight• The first film was ‘IV: A New Hope (1977)’ •This ‘Batman’ saga is a remake•The budget was $11 million but gross was •The first film was ‘Batman Begins (2005) $480 million •Originated from ‘DC Comics’ •After this gained a cult following •The budget was $150,000,000 and grossed •After the 2nd film their franchise had $374,218,673 spread from, action figures to light sabres •With DC Comics die hard fans all they had to go was gain new followers through How its hegemonic.. marketing •It becomes part of the generations childhood holding good memories How its hegemonic.. •Companies know kids will want to mask •It already has a set fan base as it is a remakethemselves with items associated with the bring their childhood hero to the big screen film •Audiences would have already gained an • Us buying the goods keeps capitalism emotional lie through the comics •Us buying the goods keeps capitalism
  15. 15. Hegemony & Democracy Through Technological Convergence The Dark Knight - Marketing •They started with an official website with mazes and question •Next they took over ‘MySpace’ for a day which allowed the public to advertise by sending friends screen grabs •The website would be updated regularly with campaigns for ‘Harvey Dent’ and smear campaigns for ‘The Joker’ •Finally they set but a treasure hunt to find phones and get a call from ‘The Joker’
  16. 16. Hegemony & Democracy Through Technological Convergence Star Wars •They tend to now make their money from.. •Cartoon series •Collectables •Toys •Video Games •Watching the films on TV catching new and old audience to buy once again into the franchise
  17. 17. Hegemony & Democracy Through Technological Convergence Star Wars The Dark Knight •Today their franchise is worth $2,967,173,108 • Today their franchise is worth $27,000,000,000 •Through feeding off of the comic book franchise ‘DC Comics’ and their emotional•Through playing on childhood memories to attachments to the hero characters fuel their income •Comics are timeless which can always catch •The public buy into the franchise to feed new generations keeping their franchise their inner child moving•With constant sequels they can catch new •With constant sequels they can catch new and old generations encouraging a never- and old generations encouraging a never- ending cycle ending cycle
  18. 18. Magazines
  19. 19. Democracy in Magazines• Magazine focuses on real life stories of ordinary people• Readers can submit their own real life story to be displayed in the magazine• Readers can participate in small competitions after completing tasks like wordsearches
  20. 20. Democracy in MagazinesPolls, Competitions etc • Readers can submit their details by post, telephone, online • Winners are selected nationwide, everybody has equal chance of winning
  21. 21. Democracy in Magazines Elle Style Awards hosted by Elle Magazine• Readers can vote online for each award• After voting a lucky winner gets gift vouchers from the company sponsoring the ceremony• They also get tickets to attend the ceremony
  22. 22. Democracy in MagazinesHere is what the reader’s voting process looks like..
  23. 23. Democracy in Magazines Glamour Women Of The Year Awards• A year event held by Glamour Magazine• One award named ‘Readers Choice Award’ is chosen by readers only• Readers are given a selection of inspirational stories, from there they must choose which philanthropist they want to vote for• Glamour magazine features the Reader’s Choice Award winner on the magazine
  24. 24. Democracy in MagazinesSeventeen Magazine:Readers get a chance to test out beautyproducts and give their verdict! This gives readers a chance for their opinion to be heard for other people to read
  25. 25. Hegemony in Magazines Idea of the ‘perfect body’• Fashion is thought of as a method of hegemonic domination putting forth a duty toconform on the female population• Magazine photographs provide unrealistic expectation of the ideal female appearancewhich many cant meet• Women respond to fashion resources in different ways..
  26. 26. Hegemony in Magazines• Every page of Vogue magazine is authorised by senior representatives• There are no reader related columns, product testing etc• Readers have no input into what goes into the magazine• There is no competition section just pages relating to design, fashion, lifestyle etc
  27. 27. Hegemony in MagazinesElle Style Awards Voting Process..• Readers are only allowed to vote for a selection of awards• Elle magazine still have a lot of control as to who the award winners are• Readers are invited to vote for each award but their vote doesn’t really count
  28. 28. Hegemony in Magazines Hegemonic femininity and sexuality• In male and female magazines there are images shape our ideas of gender and sexuality.• Advertisements, articles, and every other page in each magazine is gendered
  29. 29. Hegemony in Magazines• Magazines show these female cultural ideals through images• Socially assembling what a woman should look like• All front cover models on women magazines like Elle and Cosmopolitan.• Like the picture above, the woman has the perfect body structure and appearance• This is the problem because in reality all women do not look like this• The “perfect woman” isn’t natural because our perception of what looks beautiful is socially constructed through mass media
  30. 30. Audience Feedback LINK
  31. 31. Audience Feedback She Said… 20• It appeals to her because shes very interesting in Female media and feels strongly about democratic rights in media Working Art, Film, Beauty, Dance• Interested in hearing how hegemonic the news is, and why its still that way• The revolution of Web 2.0 is almost blinding people from how they control media and manipulate audience• Would be for people in 20s and 30s• Should interview sociologists and people in the government• Worrying because some parts its hard to gain evidence of it
  32. 32. Purpose and Style• Whats the purpose of the documentary ?• Is to Inform and educate the audience on hegemony and if today’s democracy is just the puppet master behind it• Also if we are controlled, in what way and form• And ultimately if we can control it and escape it?
  33. 33. Purpose and Style• What would people learn about this topic from your documentary?• The audience will learn what hegemony and how it lives undetected in our society and how it effects our perception of reality• The will discover its effects during history and its forms through social media, films, TV and magazines• They will also learn what Algorithms are and if they are really necessary• The truth will be uncovered to if we are really free
  34. 34. Purpose and Style• What style of documentary is it?• There are 6 types of modes to Bill Nichol’s Theory1. Poetic Mode: More towards subjectivism, leaves things to be interpreted, for an artistic feel.2. Expository Mode: Unlike poetic moves more for a story telling stance, through informing in order to persuade3. Observation Mode: Simply just observing in order to allow audiences to shape their own opinion on the issue, people/person4. Reflexive Mode:5. Per formative Mode: Its participatory though having a presenter or just having a person going along
  35. 35. Purpose and Style• What style of documentary is it?• According to Bill Nichols theory our documentary is Expository• We believe It’s more informative as we are just trying to feed our audience with information• In the attempt for them to form their own opinions about “Is the current media landscape democratic or hegemonic”
  36. 36. Audience 30’sSecondaryAudience Whole Target audienceAudienc is 20s to e 40s years 20’s
  37. 37. AudienceTarget Audience - People in their 20’s because they are largely involved in participating in most forms Age of media – also they are strongly concerned with having equal and fair rights Due to modern society being quite patriarchal - I think women would be inclined to Gender see if media is democratic and it is interpreted women are manipulated by media Media is a huge part of working class leisure activities and pop culture so we think Class they are going to be hugely interested to see whether it is democratic or hegemonic British people because our research is based on their culture, their use of the media Ethnicity mainly, though all ethnic groups throughout the UK as they’re all part of mediaSecondary Audience - People in their 30’s because have seen the evolution from Web 1.0 to knowledge Age in Web 3.0. Also they would be largely involved in media more professionally Women and Men because society has evolved from reinforcing those ideal forms Gender of gender – however they would want to see if that is actually exercised in media Middle class because they are the ones who work for media industries and have Class great knowledge of the debates British people because our research is based on their culture, their use of the media Ethnicity mainly, though all ethnic groups throughout the UK as they’re all part of media
  38. 38. AudienceOur audience is MASS because…• Everyone is somehow connected into media• Generally people are conscious of their equal rights• People would want to see if they are being manipulated – or how far they have been unconsciously manipulated• It would relate to so many people• Some things brought up, people throughout the UK will be able to relate a story or relate how their searches have been tailored – and noticed
  39. 39. AudienceIt is important that people learn about this topicbecause…• It is essentially manipulating audience to thinking they’re in control of what the see and search• The audience should be aware they possibly don’t have as much democracy throughout all media as they though Web 2.0 would have• People will be more wary of their democratic right in media – or possibly realise they increased control their do have since the web 2.0 revolution• Their authenticity is being compromised and reinforced to shape a different or more dominant ideology
  40. 40. AudienceOur connect purpose to the audience is…• The fact that social media is such a broad topic that the interests of so many different people can be compared and contrasted throughout.• To enforce a debate• Also because its becoming a huge important part of society as it is somewhat controlling our world being used public sectors such as education emphasising the newly great importance and need to be knowledgeable within our topic.
  41. 41. AudienceThe style of our documentary is…• Informative because… We present both sides of the debate in our topic, we don’t necessarily enforce our personal bias views.• Participatory because… Our presenter will participate in interviews and certain events taken place in our documentary to make the documentary seem more natural and comfortable
  42. 42. Planning: StructureEpisode: Introduction: Beginning: Middle: End: (First 2 Mins) (15 Mins) (15 Mins) (15 Mins) • Presenter talking about the • This is to make audience aware - Statistics on the growing - Introduce algorithms and whole documentary, the of the history of the web number of people logging how it has been brought purpose - how social media beginning with web 1.0 -a onto social networking sites in as a new form in web ‘Social is controlling what detailed timeline like Facebook day by day. - Explain with animation • Animation shows information Media’ – information we receive, in coming out of a computer but - How this has increased over the use of a filter bubble Facebook, YouTube, the years and why? - we will show a before The Google, Twitter. none going in from the and after in Google audiencesHegemonic • Sociological theory of - The different types of social searches • Montage footage of people networking sites and which - Link it to socialPuppeteer interacting with different ‘upsurge’ in activism ones are the most popular networking – going in • Presenter highlights social forms of media – people on and why they appeal so much depth with the way networking – Facebook, their iPads, iPhones, to such a mass audience. Facebook tailor your Tumblr, Twitter, Social News, Blackberry’s, Laptops etc. Online Dating – how the web newsfeed has come to a revolution – - Reasons why social media and - Talking to the expert • E.g. internet, phones, TV… more democracy social networking sites make behind the industry ask if Including establishing shot • Leads to the Web 2.0 part of for the perfect tool used to they even know who of internet cafes (high the animation where control certain ideologies or tailors our algorithms, angles, low angles), a information comes in and out products within society. (Their who creates their ethics bedroom (with tech), train • Showing how YouTube gaines popularity aids their ability to - Being in sociological station (people on phones) users success and audience reach a wide range of people.) theories into ethnics – with close up of Wi-Fi allow them to grow or fail– the extent of our connecting. people gain great success - For example some marketers democracy • Public interviews on how they use certain social networking - To lead into next episode • Show case study of the boy feel about web 2.0 in Trafalgar sites or social media to go through why who killed his mum square promote their products by algorithms promote a mimicking the soap • Lastly web 3.0 with voiceover creating Pages for people to hegemonic form of social ‘Coronation Street’, with presenter explaining it like on Facebook. networking – just archival footage of news • Examples of Google search manipulates audiences broadcast. tailoring searches - On most website pages a use in the sites • Finish with expert interview share or like button will - Expert interview and and example of the way web appear. examples of what we see 3.0 is becoming omnipresent and what we don’t see
  43. 43. Channel and TimeWhat channel would it be put on and why?Channel 4 because..• most of their documentaries target 17-34 yearold females• documentaries revolving media and technology• their documentaries have peaked to up to 8million viewers eg. Cutting Edge received 7.4 million
  44. 44. Channel and TimeWhat time would it be on and why?9pm because..•audience have finished studying/work, children aresleeping etc, so they are available to watch it•there’s nothing explicit so the time doesn’t have tobe pushed further back

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