Monday 1 February 2021

Using Gauntlet to analyse the 'Present For Your Kitchen' spread

Define the following terms in the most simple and straightforward way possible

IDEOLOGY
HEGEMONY
ANCHORAGE


Audiences are not passive, and media products  allow the audience to construct their own identities

By way of example, what subcultures exist around

  • Genres of music
  • Certain genres of TV show (eg sci-fi)
  • Certain genres of videogame (eg MMORPGs?)

One theory that can be attributed to Gauntlet is often referred to as the ‘pick and mix’ theory. Simply put, audiences can pick and mix which ideologies suit them, and completely ignore the elements of the product which they do not agree with. This assumes audiences and their interactions with media products are far more complicated and nuanced than previously thought