David Gauntlett argues that audiences are not passive, but instead construct their identities through ‘picking and mixing’ the ideologies of the producer in whatever way they choose. Identity is an essential concept in media studies, as we as audiences will respond to texts in a lot of different ways. Through this interpretation there is a lot of potential for the producer to manipulate their target audiences through ideology.
Task:
Explore how Zoella and Attitude online manipulate audiences through ideology.
Consider:
- Representations (singular, straightforward or challenging?)
- Mode of address
- Preferred Reading (dominant ideology?)
- Product Placement (commodity fetishism)
- Target audience (pink pound etc.)
- Hyper-reality (realism?)
- Industry contexts (lack of regulation etc.)
You should then use your notes to answer the following exam question. THIS MAY BE CHALLENGING but identify a clear argument and use evidence to support it.