7. Thinkers / Believers
• Mature, satisfied and
liberal.
• Well-educated.
• Engage with the world
around them.
• Traditional and
conservative, respects
rules.
• Slow to adopt new
technology.
• Chose familiar products
and brands.
8. Achievers / Strivers
• Hard working, with
emphasis on family &
career.
• Enjoy status symbols.
• Already achieved
successful.
• Trendy and fun loving
• Not much money and
narrow interests.
• Stylish and try and
emulate success.
• Love celebrities.
9. Experiencers / Makers
• Appreciate
unconventional things.
• Value self-sufficiency.
• Act on impulse seeking • Like D.I.Y / crafts.
stimulation from new
products / experiences.
• Prefers value to luxury.
• Spend all their money
on fashion, socialising
and entertainment.
10. Survivors
• Have the least expendable income.
• Concerned mainly with safety and security.
• Brand loyal and buys discounted merchandise.
11. Applying the idea
Can you use the categories to name as many brands / high
street shops / products that fit into each segment?
12. Uses & Gratifications
Information
Personal Identity
Social Integration
Entertainment
The VALS framework
shows how people
subconsciously use
products to reflect their
Personal Identity
14. What is Ideology?
• A system of ideas and beliefs promoted by
dominant groups (governments, corporations,
cultural groups) to reinforce their power.
• A way of seeing the world (a world view)
15. Passive audiences
• Early audience theory said that media
messages were injected into peoples minds.
16. Active audiences
Text
Audience
• More recent theory suggests that audiences
Use media for different Gratifications, and
that audiences create their own meanings.
17. Reception Theory
• Stuart Hall’s Encoding/Decoding model is the idea
that an active audience has to decode the
meanings within a text, therefore different
audiences will do so in different ways
Preferred
Producer
encoding
text
Audience
decoding
meaning
Negotiated
Oppositional
18. Preferred Reading
• The audience accepts the
worldview of the text
• They consume the text as the
producer intended them to
19. Negotiated Reading
• The audience understands the
ideology that is contained within
the text but mostly rejects it
• Instead the audiences choses
elements of the text to enjoy
20. Oppositional Reading
• The audience entirely rejects the
ideology that is contained within
the text
• Not because they dislike it, but
because they oppose it
22. Rastamouse
Dominant (Preferred)
Negotiated
Oppositional
A positive program for
children that teaches
morals and the benefits
of helping others
A tongue-in-cheek look
at Rasta culture with
possible drug references
and music aimed at
teenagers and above
A racist stereotype of
Afro-Caribbean culture
that will negatively
affect the viewers that
might imitate the
language
28. Consumerism
• Celebration of products and
businesses
• Solving problems through
economic growth
• Individual freedom (to
consume) most important
value
29. Conservatism
• Society has naturally created traditions that should
be respected.
• Authority keeps the peace.
• Citizens achieve freedom by conforming to
established rules.
• Strong social groups (like religions and nations)
protect ideals
31. Liberalism
• Individual rights are the most important human
ideal.
• Minorities should be protected from the oppression
of the majority.
• Celebration of a progressive (changing) society
34. John Lewis Advert
Dominant (Preferred)
Negotiated
Oppositional
A positive allegory that
reminds us all of the
importance of Christmas
and the message of
giving
A nice attempt to remind
us of the good times that
Christmas. You might
enjoy the song or the
cartoon but not the
message.
Cynical corporate
sentimentalism wrapped
in family friendly
cartoon
Definitely not going to
shop there
Going to shop there
Not going to shop there
36. Boots Advert
Dominant (Preferred)
Negotiated
Oppositional
There are people in my
life who deserve to
receive a gift from Boots
A good message about
young people rewarding
those around them, but
highly unrealistic
Consumerist, middleclass propaganda that
uses guilt to sell
products
Not going to shop there
Definitely not going to
shop there
Going to shop there
37. Summary
• Ideology is a worldview that is contained in
media texts.
• Stuart Hall said that you can respond by
negotiating or opposing this ‘coded’
ideology