2. Ann Gould
Key stereotypes:
Rebellious- resisting authority, control or convention
Artificial Tribe- group shared economic
Sexual- un protected leading to teen pregnancies
Nihilistic- rejection of all moral values
Violence- weapons such as guns and knives
Self destruction- putting yourself in danger
3. Stuart Hall
The Marxist theory:
'Dominant' readings are produced by those whose
social situation favours the preferred reading;
'Oppositional' readings are produced by those whose
social position puts them into direct conflict with the
preferred reading
'negotiated' readings are produced by those who
inflect the preferred reading to take account of their
social position
4. Gramsci
Hegemony:
Which is when a social group or even a country
presume leadership or predominant influence over
others.
5. David Morley
Nationwide Audience
Dominant reading: reader shares the encoded
meaning of the text (Hegemonic)
Negotiated reading: reader shares some of the
embedded ideologies but not all of them.
Oppositional reading: reader does not share the texts
codes and rejects the preferred reading (counter-
hegemonic)
